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...