ENHANCING INNOVATION CULTURE: THE CASE OF MULTINATIONAL ADVERTISING AGENCY VMLY&R LISBOA

IF 4.8 2区经济学 Q1 ECONOMICS

Technological and Economic Development of Economy Pub Date : 2022-09-12 DOI:10.3846/tede.2022.17311

Rita T. Rocha, Fernando A. F. Ferreira, Alexandra Milici, Nerija Banaitienė, A. Banaitis

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引用次数: 5

Abstract

The world is going through an unprecedent experience marked by one of the most serious pandemic to date. Companies currently face multiple challenges, including maintaining their organizational culture while defining and validating new working and business models and completely rethinking past competitive advantages. Innovation is a fundamental part of these processes. This study identifies the main findings in the literature on company culture and the promotion of innovation within organizations. Problem structuring methods (i.e., design thinking (DT) and decision making trial and evaluation laboratory (DEMATEL)) were applied to explore innovation culture further and apply the results to the multinational advertising agency VMLY&R Lisboa in order to delineate this company’s culture and enhance its potential for innovation. An expert panel was recruited to develop a fuller understanding of the cause-effect relationships between factors that influence innovation and to enable a more collaborative, constructivist approach to this decision problem. The main findings were validated by VMLY&R Lisboa’s chief executive officer, and concrete initiatives were proposed that can enhance this company’s innovation culture. The study’s contributions and limitations are also discussed.

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提升创新文化:以跨国广告公司vymly&r lisboa为例

世界正在经历一场前所未有的经历，其特点是迄今为止最严重的流行病之一。公司目前面临着多重挑战，包括在定义和验证新的工作和商业模式的同时维护他们的组织文化，以及彻底反思过去的竞争优势。创新是这些过程的基本组成部分。本研究确定了文献中关于公司文化和组织内部创新促进的主要发现。运用问题结构化方法(即设计思维(DT)和决策试验与评估实验室(DEMATEL))进一步探索创新文化，并将结果应用于跨国广告公司VMLY&R里斯本，以描绘该公司的文化并增强其创新潜力。聘请了一个专家小组，以更充分地了解影响创新的因素之间的因果关系，并对这一决策问题采取更具协作性和建构主义的办法。主要调查结果得到了里斯本VMLY&R首席执行官的验证，并提出了具体的举措，可以加强该公司的创新文化。本文还讨论了本研究的贡献和局限性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Technological and Economic Development of Economy ECONOMICS-

CiteScore

10.00

自引率

8.50%

发文量

审稿时长

15 weeks

期刊介绍： Technological and Economic Development of Economy is a refereed journal that publishes original research and review articles and book reviews. The Journal is designed for publishing articles in the following fields of research: systems for sustainable development, policy on sustainable development, legislation on sustainable development, strategies, approaches and methods for sustainable development, visions and scenarios for the future, education for sustainable development, institutional change and sustainable development, health care and sustainable development, alternative economic paradigms for sustainable development, partnership in the field of sustainable development, industry and sustainable development, sustainable development challenges to business and management, technological changes and sustainable development, social aspects of sustainability, economic dimensions of sustainability, political dimensions of sustainability, innovations, life cycle design and assessment, ethics and sustainability, sustainable design and material selection, assessment of environmental impact, ecology and sustainability, application case studies, best practices, decision making theory, models of operations research, theory and practice of operations research, statistics, optimization, simulation. All papers to be published in Technological and Economic Development of Economy are peer reviewed by two appointed experts. The Journal is published quarterly, in March, June, September and December.