Enhancing innovation culture: the case of multinational advertising agency VMLY&R Lisboa
The world is going through an unprecedent experience marked by one of the most serious pandemic to date. Companies currently face multiple challenges, including maintaining their organizational culture while defining and validating new working and business models and completely rethinking past comp...
| Үндсэн зохиолчид: | , , , , |
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| Формат: | Өгүүллэг |
| Хэл сонгох: | English |
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Vilnius Gediminas Technical University
2022-09-01
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| Цуврал: | Technological and Economic Development of Economy |
| Нөхцлүүд: | |
| Онлайн хандалт: | https://gc.vgtu.lt/index.php/TEDE/article/view/17311 |
| _version_ | 1828734822182289408 |
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| author | Rita T. Rocha Fernando A. F. Ferreira Alexandra Milici Nerija Banaitienė Audrius Banaitis |
| author_facet | Rita T. Rocha Fernando A. F. Ferreira Alexandra Milici Nerija Banaitienė Audrius Banaitis |
| author_sort | Rita T. Rocha |
| collection | DOAJ |
| description |
The world is going through an unprecedent experience marked by one of the most serious pandemic to date. Companies currently face multiple challenges, including maintaining their organizational culture while defining and validating new working and business models and completely rethinking past competitive advantages. Innovation is a fundamental part of these processes. This study identifies the main findings in the literature on company culture and the promotion of innovation within organizations. Problem structuring methods (i.e., design thinking (DT) and decision making trial and evaluation laboratory (DEMATEL)) were applied to explore innovation culture further and apply the results to the multinational advertising agency VMLY&R Lisboa in order to delineate this company’s culture and enhance its potential for innovation. An expert panel was recruited to develop a fuller understanding of the cause-effect relationships between factors that influence innovation and to enable a more collaborative, constructivist approach to this decision problem. The main findings were validated by VMLY&R Lisboa’s chief executive officer, and concrete initiatives were proposed that can enhance this company’s innovation culture. The study’s contributions and limitations are also discussed.
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| first_indexed | 2024-04-12T22:54:48Z |
| format | Article |
| id | doaj.art-901b11cfcd284f53ba909407d1d52f4f |
| institution | Directory Open Access Journal |
| issn | 2029-4913 2029-4921 |
| language | English |
| last_indexed | 2024-04-12T22:54:48Z |
| publishDate | 2022-09-01 |
| publisher | Vilnius Gediminas Technical University |
| record_format | Article |
| series | Technological and Economic Development of Economy |
| spelling | doaj.art-901b11cfcd284f53ba909407d1d52f4f2022-12-22T03:13:13ZengVilnius Gediminas Technical UniversityTechnological and Economic Development of Economy2029-49132029-49212022-09-0128510.3846/tede.2022.17311Enhancing innovation culture: the case of multinational advertising agency VMLY&R LisboaRita T. Rocha0Fernando A. F. Ferreira1Alexandra Milici2Nerija Banaitienė3Audrius Banaitis4ISCTE Business School, BRU-IUL, University Institute of Lisbon, Avenida das Forças Armadas, 1649-026 Lisbon, PortugalISCTE Business School, BRU-IUL, University Institute of Lisbon, Avenida das Forças Armadas, 1649-026 Lisbon, Portugal; Fogelman College of Business and Economics, University of Memphis, Memphis, TN 38152-3120, USAISCTE Business School, BRU-IUL, University Institute of Lisbon, Avenida das Forças Armadas, 1649-026 Lisbon, PortugalDepartment of Construction Management and Real Estate, Vilnius Gediminas Technical University, Saulėtekio al. 11, 10223 Vilnius, Lithuania; Institute of Sustainable Construction, Vilnius Gediminas Technical University, Saulėtekio al. 11, 10223 Vilnius, LithuaniaDepartment of Construction Management and Real Estate, Vilnius Gediminas Technical University, Saulėtekio al. 11, 10223 Vilnius, Lithuania The world is going through an unprecedent experience marked by one of the most serious pandemic to date. Companies currently face multiple challenges, including maintaining their organizational culture while defining and validating new working and business models and completely rethinking past competitive advantages. Innovation is a fundamental part of these processes. This study identifies the main findings in the literature on company culture and the promotion of innovation within organizations. Problem structuring methods (i.e., design thinking (DT) and decision making trial and evaluation laboratory (DEMATEL)) were applied to explore innovation culture further and apply the results to the multinational advertising agency VMLY&R Lisboa in order to delineate this company’s culture and enhance its potential for innovation. An expert panel was recruited to develop a fuller understanding of the cause-effect relationships between factors that influence innovation and to enable a more collaborative, constructivist approach to this decision problem. The main findings were validated by VMLY&R Lisboa’s chief executive officer, and concrete initiatives were proposed that can enhance this company’s innovation culture. The study’s contributions and limitations are also discussed. https://gc.vgtu.lt/index.php/TEDE/article/view/17311DEcision MAking Trial and Evaluation Laboratory (DEMATEL)Design Thinking (DT)innovationProblem Structuring Method (PSM)organizational cultureVMLY&R Lisboa |
| spellingShingle | Rita T. Rocha Fernando A. F. Ferreira Alexandra Milici Nerija Banaitienė Audrius Banaitis Enhancing innovation culture: the case of multinational advertising agency VMLY&R Lisboa Technological and Economic Development of Economy DEcision MAking Trial and Evaluation Laboratory (DEMATEL) Design Thinking (DT) innovation Problem Structuring Method (PSM) organizational culture VMLY&R Lisboa |
| title | Enhancing innovation culture: the case of multinational advertising agency VMLY&R Lisboa |
| title_full | Enhancing innovation culture: the case of multinational advertising agency VMLY&R Lisboa |
| title_fullStr | Enhancing innovation culture: the case of multinational advertising agency VMLY&R Lisboa |
| title_full_unstemmed | Enhancing innovation culture: the case of multinational advertising agency VMLY&R Lisboa |
| title_short | Enhancing innovation culture: the case of multinational advertising agency VMLY&R Lisboa |
| title_sort | enhancing innovation culture the case of multinational advertising agency vmly r lisboa |
| topic | DEcision MAking Trial and Evaluation Laboratory (DEMATEL) Design Thinking (DT) innovation Problem Structuring Method (PSM) organizational culture VMLY&R Lisboa |
| url | https://gc.vgtu.lt/index.php/TEDE/article/view/17311 |
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