Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/262255 
Authors: 
Year of Publication: 
2021
Citation: 
[Title:] Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Zagreb, Croatia, 9-10 September 2021 [Publisher:] IRENET - Society for Advancing Innovation and Research in Economy [Place:] Zagreb [Year:] 2021 [Pages:] 286-296
Publisher: 
IRENET - Society for Advancing Innovation and Research in Economy, Zagreb
Abstract: 
With the advertising industry and practice changing significantly in the last decade, it is likely that the existing management practices in advertising agencies also need some transformation. Through exploring management innovation principles and practices, novel practices might be applied by advertising agencies to exploit changes in their environment and enhance organizational performance. This paper explores the application and framework for novel management practices in an advertising agency. A proposed model is based on the principles of management innovation and the activities needed to drive management innovation. The topic is relevant for advertising agencies to understand better management innovation possibilities and enhancement it could create for them to compete in new markets and stay ahead of new competition.
Subjects: 
management innovation
advertising agency
management
JEL: 
O31
L22
Persistent Identifier of the first edition: 
Creative Commons License: 
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Document Type: 
Conference Paper

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