THE INFLUENCE OF ORGANIZATIONAL CULTURE ON ADVERTISING AGENCIES: THE CASE OF THE FRENCH ADVERTISING INDUSTRY

被引：0
|
作者：
Zbirou, Olivier [1 ]
Toffoli, Roy [1 ]
Cordelier, Benoit [1 ]
Breduillieard, Pauline [1 ]
机构：
[1] Univ Quebec Montreal, Montreal, PQ, Canada
来源：
CULTURAL PERSPECTIVES IN A GLOBAL MARKETPLACE | 2015年
关键词：
MANAGEMENT-PRACTICES; NATIONAL CULTURE; FIRMS;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Using semi-directed interviews of managers of French subsidiaries of multinational advertising agencies, this study sought to examine the influence of the organizational culture of a firm on (1) the operation of the advertising agency, (2) its impact on the content of the advertising messages and campaigns produced by these agencies and ( 3) to explore the function of these values on consumer choices.
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页码：94 / 99
页数：6
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