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• W1983647918 abstract "Purpose – The purpose of this paper is to report the use of decision system analysis (DSA) mapping the streams of communications (i.e. interactions), thoughts, actions and decisions involved for advertising agencies as executives in these firms gain client approval, and design creative, promotional and media strategies.Design/methodology/approach – This study uses DSA. This little‐used technique requires protocol analysis, interviews and observation before transcription of the organizational decision processes into flow charts.Findings – The research first identifies four models, describing four specific decision types, then derives a general model from them. Executives from four agencies not in the original sample later confirms the models. The models generally confirm the existing knowledge base, with a few minor exceptions.Research limitations/implications – This qualitative technique suffers the common malady of the researchers losing objectivity because of their immersion in the case‐companies. Where..." @default.
• W1983647918 created "2016-06-24" @default.
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• W1983647918 date "2009-04-03" @default.
• W1983647918 modified "2023-09-26" @default.
• W1983647918 title "Decision system analysis of advertising agency decisions" @default.
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• W1983647918 doi "https://doi.org/10.1108/13522750910948761" @default.
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