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.

引用

页码：94 / 99

页数：6

共 17 条

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