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 (Unpublished)
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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.
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Item type: Conference or Workshop Item(Paper) ID code: 45954 Dates: DateEventSeptember 2009PublishedSubjects: Social Sciences > Commerce > Marketing. Distribution of products Department: Strathclyde Business School > Marketing
Strathclyde Business School > Hunter Centre For EntrepreneurshipDepositing user: Pure Administrator Date deposited: 15 Nov 2013 15:54 Last modified: 07 Aug 2024 00:31 Related URLs: URI: https://strathprints.strath.ac.uk/id/eprint/45954