Insights on Account Planning: A View from the Indian Ad Industry

Autor:	Padmini Patwardhan, Falguni Vasavada-Oza, Hemant Patwardhan
Rok vydání:	2009
Předmět:	Marketing Ethos Organizational innovation Knowledge management Conceptual framework business.industry Economics Institutional theory business Grounded theory Variety (cybernetics)
Zdroj:	Journal of Current Issues & Research in Advertising. 31:105-121
ISSN:	2164-7313 1064-1734
DOI:	10.1080/10641734.2009.10505269
Popis:	Using a grounded theory approach, this study on account planning is the first to explore its growth in India, a region of increasing importance to global advertisers and ad agencies. Five themes emerge from interviews with sixteen Indian ad professionals: a glocalized planning ethos, environmental factors as primary planning growth drivers, demand-supply issues as developmental constraints, lack of variety in planning roles, and lack of institutionalized measures to evaluate planners' performance. Organizational innovation diffusion and institutional theory paradigms are utilized to interpret findings and build a conceptual framework of account planning diffusion. Similarities and differences with western practice are noted.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::2ca9ccae827fa0c5b5c360267fb2c011 https://doi.org/10.1080/10641734.2009.10505269 Zobrazit plný text záznamu Plný text ve formátu PDF