Diffusion of account planning in Indian ad agencies

Patwardhan, Padmini; Patwardhan, Hemant; Vasavada-Oza, Falguni

doi:10.2501/ija-30-4-665-692

Cited by 8 publications

(7 citation statements)

References 4 publications

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“…A follow up study found that agency planning diffusion was influenced by two key organizational variables: the intrinsic innovativeness of the agency and leadership commitment to introducing and sustaining planning practice in the agency (Patwardhan, Patwardhan, & Vasavada-Oza, 2010). Both studies had an organizational and multinational focus, utilizing agency level analysis of planning diffusion and examining factors impacting its development.…”

Section: Planning Diffusion In Indiamentioning

confidence: 97%

Does planning make perfect? How advertising practitioners in India perceive account planning

Patwardhan

Vasavada-Oza

2011

Asian Journal of Communication

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Section: Planning Diffusion In Indiamentioning

confidence: 97%

Does planning make perfect? How advertising practitioners in India perceive account planning

Patwardhan

Vasavada-Oza

2011

Asian Journal of Communication

Self Cite

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“…The role and importance of the AP department is influenced by the culture and traditions of individual advertising and marketing industries (e.g. see Lopez-Preciado 2013; Morrison and Haley, 2006; Patwardhan et al , 2011a). Agency size may also be a factor in the decision to set up an AP department, with smaller agencies finding it cost prohibitive (Hackley, 2003b; Patwardhan et al , 2011a, b).…”

Section: Literature Reviewmentioning

confidence: 99%

Disruptions of account planning in the digital age

Zimand-Sheiner

Earon

2019

MIP

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Purpose The purpose of this paper is to focus on transformations in the advertising industry from the point of view of the role and position of account planners. It questions the current viability of account planning (AP) as a result of digital disruptions. Design/methodology/approach In total, 18 face-to-face responsive interviews were conducted among professionals who hold planning responsibilities at advertising agencies. A theoretical thematic analysis revealed five main themes which are associated with the disruption of AP roles. Findings The research points out that AP is a profession in transition as part of the advertising industry that is undergoing a major shift. Digital transformations have not yet crystallized in the business domain, and so this period is one of learning and adjustment. Research limitations/implications It is suggested for advertising practitioners, as well as marketing executives, to encourage AP departments to re-think the core significance of the AP department since the AP role needs to be repositioned or even redefined. Originality/value The current research has several significant implications for theory and practice: confronting the role of the strategist in advertising agencies vs digital strategy and Big Data; contributing to the understanding of the dynamics of AP transitional roles as a starting point for re-examination of the advertising creative process; and calling for more research exploring the relationship between agency adoption of digital tools and its approach to AP.

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“…The initiation (pre-adoption) stage reflects the activities related to recognizing a need, searching for solutions (Damanpour & Schneider, 2006), acquiring knowledge or awareness of existing innovation, forming an initial attitude towards it and proposing innovation for adoption (Rogers, 1995; Hameed, Counsell, & Swift, 2012; Patwardhan & Patwardhan, 2012). The adoption decision stage involves the decision to accept the proposed idea by evaluating the desired solution from practical, strategic, financial and/or technological perspectives (Damanpour & Schneider, 2006), and allocating resources for its acquisition (Hameed, Counsell, & Swift, 2012).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The innovation adoption process: A multidimensional approach

Pichlak

2015

Journal of Management & Organization

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The study analyses the broad sets of factors that influence the innovation adoption process in the environmental, organizational, top managers,’ innovation and user acceptance context. The innovation adoption process is presented as a sequence of stages, progressing from initiation through adoption decision to implementation of an innovation and it is considered at the organizational level. The Delphi survey conducted among 264 experts of a diverse professional and academic experience allowed examining the perceived significance of each factor for the various stages of the innovation adoption process. The results of the analysis show that the considered factors do not affect the innovation adoption process with the same strength but exert varying levels of influence on the subsequent stages. The study discusses the implications of these findings and suggests ideas for future research.

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Diffusion of account planning in Indian ad agencies

Cited by 8 publications

References 4 publications

Does planning make perfect? How advertising practitioners in India perceive account planning

Does planning make perfect? How advertising practitioners in India perceive account planning

Disruptions of account planning in the digital age

The innovation adoption process: A multidimensional approach

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