Abstract
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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Zbirou, O., Toffoli, R., Cordelier, B., Breduillieard, P. (2015). The Influence of Organizational Culture on Advertising Agencies: The Case of the French Advertising Industry. In: Sharma, D. (eds) Cultural Perspectives in a Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18696-2_39
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DOI: https://doi.org/10.1007/978-3-319-18696-2_39
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