How divergent beliefs cause account team conflict

An exploratory, qualitative study of leading London and New York advertising agencies suggested that the differing disciplinary perspectives account team professionals bring to the advertising development process may have a deeper basis.

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...

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