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Makt, beslut och kreativa processer: om byråverksamheten och kunden
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2012 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesisAlternative title
Power, decisions and creative processes : the agency business and the customer (English)
Abstract [sv]

Syfte: Att nå förståelse för relationen mellan en byrå och en kund genom att analysera föreställningen om marknadsföring och reklam som något kreativt, samt beslutsfattande och makt i den kreativa processen.

Frågeställningar: Vilken roll spelar föreställningen om marknadsföring och reklam som något kreativt i relationen mellan marknadsavdelning och reklambyrå, framförallt gällande beslut fattade i kreativa processer? Vari ligger makten över de kreativa besluten, och hur gestaltas den?

Metod: Kvalitativ, tolkande metod baserad på intervjuer och autoetnografi

Slutsats: Vi har funnit att föreställningen om reklambyråer som kreativa spelar stor roll i relation till kunden. Framförallt relaterat till vad vi valt att kalla kreativt kapital. Detta fungerar som ett sätt för byrån att erövra status och anseende på fältet, och samtidigt bygga tillit och legitimitet hos kunden. Vi har även funnit att den formella makten ligger hos kunden, men byrån sitter på en inte oansenlig indirekt makt genom att välja vad som presenteras för kunden. Vi finner det även nödvändigt att göra en uppdelning mellan formell makt och de facto makt, varav den senare är rörlig mellan relationens olika aktörer.

Abstract [en]

Advertising agencies are often considered as being creative. In this thesis we have examined the conception of agencies as creative. Especially we have taken an interest in how this conception affects the relationship between an agency and its client. This has been examined through the concepts of (creative) decision making, power and, to some extent, the Bourdieuesque concept of field and habitus. We have found that the conception of the creative ad agency have an impact on the relationship between agency and client, especially when we relate it to the concept of creative capital. Also, we have found that the power in the relationship in a formal sense lies at the client, but that the agency has a great deal of indirect power by the ability to choose what they should bring to the customer. There are also important to make a distinction between the formal power and the de facto power. With the latter meaning the power that actually takes place in the relationship, but in formal sense doesn’t really exist.

Place, publisher, year, edition, pages
2012. , 79 p.
Keyword [en]
Agency activities, creativity, power, decisions making, process, creative capital
Keyword [sv]
Byråverksamhet, kreativitet, makt, beslutsfattande, process, kreativt kapital
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-20711OAI: oai:DiVA.org:lnu-20711DiVA: diva2:540117
Subject / course
Business Administration - Other
Educational program
Leadership - Creative, Innovative and Entrepreneurial, Master Programme, 60 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-07-09 Created: 2012-07-07 Last updated: 2012-07-11Bibliographically approved

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CiteExportLink to record
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