在全球大型广告代理网络中建立动态能力：管理从大众传播到数字互动的转变

Q3 Business, Management and Accounting

International Journal of Foresight and Innovation Policy Pub Date : 2018-10-27 DOI:10.1504/IJFIP.2018.095860

Wisam Suheimat, Thim Prætorius, Jan Vang Brambini-Pedersen

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引用次数: 2

摘要

交互式数字技术给全球最大的广告代理网络带来了重大的管理挑战。本文基于对全球三家最大的广告网络的深入案例研究的原始数据，通过运用动态能力理论来评估挑战和解决方案，研究广告代理网络如何管理从大众传播到数字互动的变化。此外，本文还分析了首席数字官在解决数字交互性挑战中所扮演的变革代理人角色。研究结果揭示了发展数字交互性所需的认知、结构、操作和流程变化，从而突出了重要的管理意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

Building dynamic capabilities in large global advertising agency networks: managing the shift from mass communication to digital interactivity

Interactive digital technologies result in significant managerial challenges for the largest global advertising agency networks. This paper, based on original data from in-depth case research in three of the largest global advertising networks, investigates how advertising agency networks manage the change from mass communication to digital interactivity by applying theory of dynamic capabilities to assess challenges and solutions. Relatedly, the paper analyses the change agent role ascribed to the Chief Digital Officers mandated to solve the digital interactivity challenges. The findings uncover the cognitive, structural, operational and process changes needed to develop digital interactivity, thereby highlighting important managerial implications.

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来源期刊

International Journal of Foresight and Innovation Policy Business, Management and Accounting-Management of Technology and Innovation

CiteScore

2.10

自引率

0.00%

发文量

期刊介绍： The IJFIP has been established as a peer reviewed, international authoritative reference in the field. It publishes high calibre academic articles dealing with knowledge creation, diffusion and utilisation in innovation policy. The journal thus covers all types of Strategic Intelligence (SI). SI is defined as the set of actions that search, process, diffuse and protect information in order to make it available to the right person at the right time in order to make the right decision. Examples of SI in the domain of innovation include Foresight, Forecasting, Delphi studies, Technology Assessment, Benchmarking, R&D evaluation and Technology Roadmapping.