Matches in SemOpenAlex for { <https://semopenalex.org/work/W3193239301> ?p ?o ?g. }
- W3193239301 endingPage "379" @default.
- W3193239301 startingPage "362" @default.
- W3193239301 abstract "UK advertising agency managers' perspectives on the impact of digital media (threats and opportunities) on their roles and models of managing are explored in this chapter. In the context of digital creative strategy, and the advertising industry specifically, there is far less published work, much of which has been in the context of larger, often global agencies rather than on independent SMEs. This interpretive research reviews the literature then employs semi-structured in-depth interviews with creative managers within a range of UK SME advertising agencies to analyse their views and responses to digital media. The study finds four key themes which illustrate how managers in SME advertising agencies have responded: 1) digital media as a pre-test laboratory, 2) unclear boundaries among the actors within the nodes of the agency social network, 3) fewer financial resources but more dedication to creative concepts, and 4) reduction in customer information processing costs. Relationships with larger agencies are being redeveloped as opportunity, but SMEs also represent a threat to agencies through innovation." @default.
- W3193239301 created "2021-08-16" @default.
- W3193239301 creator A5018130385 @default.
- W3193239301 creator A5058905323 @default.
- W3193239301 date "2021-01-01" @default.
- W3193239301 modified "2023-10-16" @default.
- W3193239301 title "An Investigation of Advertising Agency Creative Managers' Perspectives on the Impact of Digital Threats and Opportunities" @default.
- W3193239301 cites W1500693574 @default.
- W3193239301 cites W1521808476 @default.
- W3193239301 cites W1829593799 @default.
- W3193239301 cites W194767189 @default.
- W3193239301 cites W1949839139 @default.
- W3193239301 cites W1964563567 @default.
- W3193239301 cites W1968351374 @default.
- W3193239301 cites W1970365581 @default.
- W3193239301 cites W1989623578 @default.
- W3193239301 cites W1992166554 @default.
- W3193239301 cites W2014453604 @default.
- W3193239301 cites W2040906087 @default.
- W3193239301 cites W2048178374 @default.
- W3193239301 cites W2053445272 @default.
- W3193239301 cites W2067404301 @default.
- W3193239301 cites W2069810392 @default.
- W3193239301 cites W2074882739 @default.
- W3193239301 cites W2079174289 @default.
- W3193239301 cites W2083953438 @default.
- W3193239301 cites W2089206062 @default.
- W3193239301 cites W2094350912 @default.
- W3193239301 cites W2099130648 @default.
- W3193239301 cites W2109305774 @default.
- W3193239301 cites W2123333844 @default.
- W3193239301 cites W2125416183 @default.
- W3193239301 cites W2127648905 @default.
- W3193239301 cites W2130304064 @default.
- W3193239301 cites W2156062675 @default.
- W3193239301 cites W2158611770 @default.
- W3193239301 cites W2163528727 @default.
- W3193239301 cites W2225300031 @default.
- W3193239301 cites W2528903646 @default.
- W3193239301 cites W2612062243 @default.
- W3193239301 cites W2742058574 @default.
- W3193239301 cites W2790947857 @default.
- W3193239301 cites W2794902420 @default.
- W3193239301 cites W2803909903 @default.
- W3193239301 cites W2883780082 @default.
- W3193239301 cites W2907366795 @default.
- W3193239301 cites W2913055349 @default.
- W3193239301 cites W2948387359 @default.
- W3193239301 cites W2968359334 @default.
- W3193239301 cites W2984112853 @default.
- W3193239301 cites W3003341304 @default.
- W3193239301 cites W3022339544 @default.
- W3193239301 cites W3058605058 @default.
- W3193239301 cites W3129038255 @default.
- W3193239301 cites W3129643050 @default.
- W3193239301 cites W810483994 @default.
- W3193239301 doi "https://doi.org/10.4018/978-1-7998-7192-7.ch020" @default.
- W3193239301 hasPublicationYear "2021" @default.
- W3193239301 type Work @default.
- W3193239301 sameAs 3193239301 @default.
- W3193239301 citedByCount "0" @default.
- W3193239301 crossrefType "book-chapter" @default.
- W3193239301 hasAuthorship W3193239301A5018130385 @default.
- W3193239301 hasAuthorship W3193239301A5058905323 @default.
- W3193239301 hasConcept C108170787 @default.
- W3193239301 hasConcept C110875604 @default.
- W3193239301 hasConcept C112698675 @default.
- W3193239301 hasConcept C127413603 @default.
- W3193239301 hasConcept C136764020 @default.
- W3193239301 hasConcept C144024400 @default.
- W3193239301 hasConcept C144133560 @default.
- W3193239301 hasConcept C151730666 @default.
- W3193239301 hasConcept C162853370 @default.
- W3193239301 hasConcept C17632256 @default.
- W3193239301 hasConcept C17744445 @default.
- W3193239301 hasConcept C18762648 @default.
- W3193239301 hasConcept C199539241 @default.
- W3193239301 hasConcept C202286406 @default.
- W3193239301 hasConcept C2779343474 @default.
- W3193239301 hasConcept C36289849 @default.
- W3193239301 hasConcept C39549134 @default.
- W3193239301 hasConcept C41008148 @default.
- W3193239301 hasConcept C512338625 @default.
- W3193239301 hasConcept C518677369 @default.
- W3193239301 hasConcept C78519656 @default.
- W3193239301 hasConcept C86803240 @default.
- W3193239301 hasConceptScore W3193239301C108170787 @default.
- W3193239301 hasConceptScore W3193239301C110875604 @default.
- W3193239301 hasConceptScore W3193239301C112698675 @default.
- W3193239301 hasConceptScore W3193239301C127413603 @default.
- W3193239301 hasConceptScore W3193239301C136764020 @default.
- W3193239301 hasConceptScore W3193239301C144024400 @default.
- W3193239301 hasConceptScore W3193239301C144133560 @default.
- W3193239301 hasConceptScore W3193239301C151730666 @default.
- W3193239301 hasConceptScore W3193239301C162853370 @default.
- W3193239301 hasConceptScore W3193239301C17632256 @default.
- W3193239301 hasConceptScore W3193239301C17744445 @default.
- W3193239301 hasConceptScore W3193239301C18762648 @default.