2016 | OriginalPaper | Buchkapitel
The Influence of Organizational Culture on Advertising Agencies: The Case of the French Advertising Industry
verfasst von : Olivier Zbirou, Roy Toffoli, Benoit Cordelier, Pauline Breduillieard
Erschienen in: Cultural Perspectives in a Global Marketplace
Verlag: Springer International Publishing
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Using semi-directed interviews of managers of French subsidiaries of multinational advertising agencies, this study sought to examine the influence of the organizational culture of a firm on (1) the operation of the advertising agency, (2) its impact on the content of the advertising messages and campaigns produced by these agencies and (3) to explore the function of these values on consumer choices.