Building dynamic capabilities in large global advertising agency networks: managing the shift from mass communication to digital interactivity

Wisam Suheimat, Thim Prætorius, Jan Vang Brambini-Pedersen

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Abstract

Interactive digital technologies result in significant managerial
challenges for the largest global advertising agency networks. This paper,
based on original data from in-depth case research in three of the largest global
advertising networks, investigates how advertising agency networks manage
the change from mass communication to digital interactivity by applying
theory of dynamic capabilities to assess challenges and solutions. Relatedly,
the paper analyses the change agent role ascribed to the Chief Digital Officers
mandated to solve the digital interactivity challenges. The findings uncover the
cognitive, structural, operational and process changes needed to develop digital
interactivity, thereby highlighting important managerial implications.
OriginalsprogEngelsk
TidsskriftInternational Journal of Foresight and Innovation Policy
Vol/bind13
Udgave nummer1/2
Sider (fra-til)88-113
Antal sider26
ISSN1740-2816
DOI
StatusUdgivet - 2018
Udgivet eksterntJa

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