Agency Creativity:Teams and Performance
本文提出一个概念模型，将团队知识利用、代理机构创造力和绩效联系起来，区分渐进式与激进式创造力，为广告代理机构团队创造力的未来实证研究提供基础。
<h3>ABSTRACT</h3> Agency creativity is a product of team efforts whereby members interact to share knowledge, skills, and expertise to produce creative campaigns. For an agency, this is an invaluable resource. Using a multidisciplinary approach, the authors of the current article propose a conceptual model that links teams9 knowledge utilization, agency creativity, and performance. By considering incremental and radical creativity, the model also builds on the idea that creativity is a multidimensional construct. The framework is presented to act as a catalyst on which to build future empirical research on the nature of team creativity in advertising agencies.