How A Brief Innovation Process Affects Business Growth: A Case Study of BEE Advertising Agency
Abstract
This research explores the understanding of the innovation process that leads to a competitive advantage in the advertising agency, covering the process of developing advertisements projects, and how advertising agencies interact with clients & its role in the process of creating advertisements. Based on the theoretical framework, the research was conducted on a case study in a fast-growing start-up advertising agency and used qualitative analysis in the case study and compared the implementation of the innovation process with other advertising agencies. Data were processed using a qualitative method approach. An interview was conducted for all participants on the agencies’ founders or directors in Jakarta with sufficient knowledge of the innovation process implemented in their advertising agency, as well as exploring the agency's efforts to recoup its business growth in order to obtain a competitive advantage in the current market. The outcome shows two different approaches that are linear and non-linear processes for each project, and several types of client involvement together with the role of the client in the innovation process.
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Ardley, B., & Naikar, S. (2021). Competitive Strategy as Practice: Obtaining Differential Advantage in the SME. Open Journal of Business and Management, 9, 196-212.)
Alam. I., and Perry, C., (2002), ‘A customer-oriented new-service development process’, The Journal of Services Marketing, The Journal of Services Marketing, vol. 16, no. 6, pp. 515-534.
Alam, I. (2002): ‘An exploratory investigation of user involvement in new service development’. Journal of the Academy of Marketing Science, 30, pp. 250–261.
Burnett, Mark, 2011 Measuring Innovation Sustaining competitive advantage by turning ideas into value. Bearingpoint. United Kingdom from https://www.bearingpoint.com/files/Innovation_High_Res.pdf
Cristian-Ionuţ Ivanov and Silvia Avasilcăi (2014), ‘Measuring the performance of innovation processes: A Balanced Scorecard perspective ‘Procedia, Social and Behavioral Sciences 109 page 1190 – 1193.
Darneus Ekeroth, Julia and Jonson , Amanda , 2021, ‘The Effectiveness of Personalised Advertising - An exploratory study on personalised advertising done on Facebook.’, School of Business, Society and Engineering, Mälardalen University
Ercsey. I., (2017), ‘The Role of Customers’ Involvement in Value Co-creation Behaviour is Value Co-creation the Source of Competitive Advantage?’, Journal Of Competitiveness 9: (3) pp. 51-66.
Frolova. S., (2014), ‘The Role Of Advertising in Promoting a product’, Centria University of Applied Sciences.
First Research, (2021), ‘Advertising Agencies’, Quarter 1, 2021
Hackley, C. and Kover, A. (2007) ‘The Trouble With Creatives: Negotiating Creative Identity in Advertising Agencies’, International Journal of Advertising 26/1, 63-78.
Joseph Chris, 2017,’The Advantages of an Advertising Agency ‘,bizfluent, from https://bizfluent.com/about-5385551-advantages-advertising-agency.html
Kindstrom, D. ,2010, Towards a Service-Based Business Model: Key Aspects for Future Competitive Advantage. European Management Journal, 28, 479-490 quoted at McManus John, Ardley Barry, 2019 ‘Innovation and Co-Creation Process within a Service Context: A Matter of Choice or Necessity?’, open Journal of Business and Management, 7, 25-42.
Kumar, V., & Reinartz, W. (2016). Creating enduring customer value. Journal of Marketing, 80(6), 36–68.
Majdúchová Helena, Barteková Mária Kmety (2020), ‘ Innovations in the Creative Industry Entities’ , SHS Web of Conferences 74, 02009 Slovakia
McManus, J. and Ardley, B. (2019)’ Innovation and Co-Creation Process within a Service Context: A Matter of Choice or Necessity? ‘. Open Journal of Business and Management, 7, 25-42
Miles I. & Green, L. (2008).’ Hidden innovation in the creative industries.’ London: the National Endowment for Science, Technology and the Arts. - NESTA.
Papadopoulou Maria, 2020, Customer Involvement in the Decision-Making Process. The Impact On The Company’s Innovative Capabilities European University Cyprus
Piller. F., Ihl. C., and Vossen. A., (2010), ‘A typology of customer co‐creation in the innovation process’, Volker Wittke and Heidemarie Hanekop (eds.), Seiten/Artikel-Nr: 31-62
Pitchai and Mark, 2009, SCAMPER - A new ideas machine for battery business.
Poveda-Bautista Rocío, Baptista Doris C. & García-Melón Mónica (2012): Setting competitiveness indicators using BSC and ANP, International Journal of Production Research
Poveda-Bautista Rocío, García-Melón, Mónica . & Baptista, Doris. C. (2013). Competitiveness measurement system in the advertising sector. SpringerPlus, 2(1), 1-14.
Porter M.E (1997), "Competitive Strategy ", Measuring Business Excellent Vol. 1 No. 2, pp. 12-17
Prahalad. C. K., and Ramaswamy V., (2000), ‘Co-opting Customer Competence’, Harvard Business Review from https://hbr.org/2000/01/co-opting-customer-competence
Sánchez. C. G., (2018), ‘Innovation processes in creative industries: new practices and the use of technology in the digital entertainment industry’
Serrat. Ol., (2017), ‘The SCAMPER Technique, Knowledge Solutions’ pp.311 – 314 SBN: 978-981-10-0982-2
Zhang , J. & Tao, Y. ‘The interaction based innovation process of architectural design service.’ Industrial Engineering and Engineering Management, 2007 IEEE International Conference on, 2007. IEEE, 1719-1723.
Zinkhan, George M and Watson Richard T (1996) ,’Advertising trends: Innovation and the process of creative destruction’ Journal of Business Research Vol 37, Issue 3 Pages 163-171
Chris Joseph, (2017) ,The advantages of an advertising agency, from https://bizfluent.com/about-5385551-advantages-advertising-agency.html
Published
2023-03-01
How to Cite
LUTHFILHADI, Raeda Fakriyya.
How A Brief Innovation Process Affects Business Growth: A Case Study of BEE Advertising Agency.
Asian Journal of Research in Business and Management, [S.l.], v. 5, n. 1, p. 64-74, mar. 2023.
Available at: <https://myjms.mohe.gov.my/index.php/ajrbm/article/view/21241>. Date accessed: 10 june 2023.
Section
Articles
