Speed of change is the driving force. Leading change competently is the only answer. -John P. Kotter
An advertising agency is a project-oriented organization; knowledge-intensive business services, creativity, and innovation are significant factors in determining organizational success. Its organization and structure often change due to diverse projects, new technologies, and new markets. Many advertising agencies grow and survive in the long run, creating sustainable competitive advantage, while others fail and disappear. The question is why some advertising agencies can manage their strategy, organizational structure, and culture to gain access to environmental resources and achieve positive business results while others fail to do so. The reason lies in the fact that some advertising agencies know how to respond to the growing gap between the rate, amount, and complexity of change in the world and the organization's ability to keep up.
The process of moving from the current state to the desired future state aims to find new or improved ways of working to increase the organization's ability to create value, and thus its performance, as well as the performance of individuals within the organization. Change management advances an advertising agency's ability to build more agile organizations, change more rapidly, successfully manage opportunities, increase efficiency, and innovate. This doctoral dissertation explores change management in an advertising agency and the impact and context of the innovation that underpins the agency's business.
The concept of change management is moving from a traditional long-term process to a set of skills that reconciles external and internal realities. This doctoral dissertation explores change management in an advertising agency and the impact and context related to innovation that underpins the advertising agency's business.
Scientific contributions include research instruments, variables adapted from the scientific literature for research purposes, the validity of scales examined for marketing communication societies, and a review of research results on the application of change management and innovation that contribute to new knowledge about change management.
If you want a slightly more elaborate introduction to the dissertation, you may also check out the kappa of the doctoral dissertation and dissertation defense presentation (in Croatian).
<aside> 🔗 Kappa of the doctoral dissertation - 23-page brief synthesis and summary of the dissertation project as a whole
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<aside> 🔗 Andrea Rubik: Doctoral Dissertation
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