Picture of boy being examining by doctor at a tuberculosis sanatorium

Understanding our future through Open Access research about our past...

Strathprints makes available scholarly Open Access content by researchers in the Centre for the Social History of Health & Healthcare (CSHHH), based within the School of Humanities, and considered Scotland's leading centre for the history of health and medicine.

Research at CSHHH explores the modern world since 1800 in locations as diverse as the UK, Asia, Africa, North America, and Europe. Areas of specialism include contraception and sexuality; family health and medical services; occupational health and medicine; disability; the history of psychiatry; conflict and warfare; and, drugs, pharmaceuticals and intoxicants.

Explore the Open Access research of the Centre for the Social History of Health and Healthcare. Or explore all of Strathclyde's Open Access research...

Image: Heart of England NHS Foundation Trust. Wellcome Collection - CC-BY.

Relational conflict across networks in the advertising industry

Grant, Ian and Shaw, Eleanor (2009) Relational conflict across networks in the advertising industry. In: 25th Industrial Marketing and Purchasing Group Conference, 2009-09-03 - 2009-09-05. (Unpublished)

[img] PDF (Relational conflict across networks in the advertising industry)
GrantShawIMP2009.pdf
Accepted Author Manuscript

Download (774kB)

Abstract

The aim of this paper is to explore the tensions and basis for conflict which reside in relationships embedded in, and connecting advertising and other agencies involved in the process of advertising planning. Utilising a social network perspective, the paper draws from twenty two depth interviews to account for the emergence and consequences of conflict found in such relationships. Four key themes are identified covering issues of involvement intensity, role ambiguity, cultural stereotyping and finally conflicts of interest. The paper provides a valuable contrast to dyadic client – agency perspectives recognising the importance of multiple, simultaneous relationships. The findings consider the implications of tension and conflict in advertising relationships, highlighting how overt and covert actions influence perceptions of network trust. Outcomes range from collaborative tension through to intra-organisational conflict.