How Divergent Beliefs Cause Account Team Conflict
Chris Hackley University of Birmingham
INTRODUCTION: IMPLICIT THEORY IN ADVERTISING AGENCY WORK
It is a truism that advertising professionals do not generally theorise their daytoday work. Yet it is also a truism that any practical action implies a theoretical standpoint. The standpoint may be theoretical only in the most rudimentary sense, but if it implies a general proposition about the world that has some predictive value, then it can count as theory. Researchers have begun to theorise the atheoretical world of advertising practice. Johar et al. (2001) found that copywriters seemed to...