INNOVATIVE PREDICTION OF COMMUNICATION AGENCIES

Michal Kubovics; Anna Zaušková

INNOVATIVE PREDICTION OF COMMUNICATION AGENCIES

Abstract

Even marketing agencies could not escape the worldwide trend of acceleration of processes. New procedures for market penetration of businesses have been created upon the arrival of startups and new forms of businesses. The Lean concept is regarded as one of the most feasible approaches to be used across the analysis of business environment, management of company activities and communication marketing. Many smaller or larger agencies will have to face a global competitive struggle and any hypercompetition arising therefrom. Maintaining these businesses will be in the hands of lower management that needs to adopt forward thinking. Marketing agencies will have to find new methods of cooperation and product development. In the meantime, lots of new theoretical procedures and processes for company establishment and operation have been defined. The main goal of the paper is to highlight possible changes in processes of marketing agencies and based upon these findings to form a new model of establishing creative outputs. Studying modern approaches of the fastest-growing companies and summarising the research will result in the consistent theoretical model of functioning of marketing agencies. This model meets globalisation requirements and respects three fundamental attributes of the modern business world - speed, a flexible response to changes and cost cutting. A great deal of interaction among businesses needs to be taken into account as well. The main contribution of this study is to clarify how marketing agencies should get adapted to possible changes that might occur in near future. Only a fast response based upon knowledge will guarantee the future of businesses in this segment.

Keywords

References

Aarlien, D., & Colomo-Palacios, R. (2020). Lean ux: A systematic literature review. V O. Gervasi, B. Murgante, S. Misra, C. Garau, I. Blečić, D. Taniar, B. O. Apduhan, A. M. A. C. Rocha, E. Tarantino, C. M. Torre, & Y. Karaca (Ed.), Computational Science and Its Applications – ICCSA 2020 (Year 12254, s. 500–510). Springer International Publishing. https://doi.org/10.1007/978-3-030-58817-5_37
Ávalos, C., Pérez-Escoda, A., & Monge, L. (2019). Lean startup as a learning methodology for developing digital and research competencies. Journal of New Approaches in Educational Research, 8(2), 227. https://doi.org/10.7821/naer.2019.7.438
Belyaeva, O. V., Vysotskaya, N. V., Gazizova, A. I., Kurbatskaya, T. B., & Myavlina, N. J. (2021). The methodology of design thinking as a tool for forming innovative solutions. V A. V. Bogoviz, A. E. Suglobov, A. N. Maloletko, O. V. Kaurova, & S. V. Lobova (Ed.), Frontier Information Technology and Systems Research in Cooperative Economics (s. 249–258). Springer International Publishing. https://doi.org/10.1007/978-3-030-57831-2_26
Build-measure-learn. (2019). Aktiasolutions. https://aktiasolutions.com/build-measure-learn-lean-startup/
Dam, R. F., & Siang, T. Y. (2020). What is design thinking and why is it so popular? The Interaction Design Foundation. https://www.interaction-design.org/literature/article/what-is-design-thinking-and-why-is-it-so-popular
Design thinking: Metóda riešenia problémov v pracovnom aj osobnom živote. (2019, október 22). www.DailyUpgrade.co. https://dailyupgrade.co/blog/2019/10/22/design-thinking-metoda-riesenia-problemov-v-pracovnom-aj-osobnom-zivote/
Euchner, J. (2019). Yes … and: Making lean startup work in large organizations. Research-Technology Management, 62(6), 36–43. https://doi.org/10.1080/08956308.2019.1661080
Felin, T., Gambardella, A., Stern, S., & Zenger, T. (2019). Lean startup and the business model: Experimentation revisited (SSRN Scholarly Paper ID 3427084). Social Science Research Network. https://papers.ssrn.com/abstract=3427084

Ghezzi, A., & Cavallo, A. (2020). Agile business model innovation in digital entrepreneurship: Lean startup approaches. Journal of Business Research, 110, 519–537. https://doi.org/10.1016/j.jbusres.2018.06.013
González-Cruz, T. F., Botella-Carrubi, D., & Martínez-Fuentes, C. M. (2020). The effect of firm complexity and founding team size on agile internal communication in startups. International Entrepreneurship and Management Journal, 16(3), 1101–1121. https://doi.org/10.1007/s11365-019-00633-1
Chou, D. C. (2018). Applying design thinking method to social entrepreneurship project. Computer Standards & Interfaces, 55, 73–79. https://doi.org/10.1016/j.csi.2017.05.001
Leatherbee, M., & Katila, R. (2020). The lean startup method: Early‐stage teams and hypothesis‐based probing of business ideas. Strategic Entrepreneurship Journal, sej.1373. https://doi.org/10.1002/sej.1373
Liedtka, J. (2014). Innovative ways companies are using design thinking. Strategy and Leadership, 42(2), 40–45. https://doi.org/10.1108/SL-01-2014-0004
Mansoori, Y., Karlsson, T., & Lundqvist, M. (2019). The influence of the lean startup methodology on entrepreneur-coach relationships in the context of a startup accelerator. Technovation, 84–85, 37–47. https://doi.org/10.1016/j.technovation.2019.03.001
Melegati, J., Chanin, R., Wang, X., Sales, A., & Prikladnicki, R. (2019). Perceived benefits and challenges of learning startup methodologies for software engineering students. Proceedings of the 50th ACM Technical Symposium on Computer Science Education, 204–210. https://doi.org/10.1145/3287324.3287382
Pereira, D. (2020). What is lean startup? Business Model Analyst. https://businessmodelanalyst.com/what-is-lean-startup/
Ripple, W. J., Wolf, C., Newsome, T. M., Galetti, M., Alamgir, M., Crist, E., Mahmoud, M. I., Laurance, W. F., & 15,364 scientist signatories from 184 countries. (2017). World scientists’ warning to humanity: A second notice. BioScience, 67(12), 1026–1028. https://doi.org/10.1093/biosci/bix125
Roberts, M. (2018). When to apply design thinking and/or lean startup – xpinnovates. https://xpinnovates.com/when-to-apply-design-thinking-and-or-lean-startup/
Rogers, D. (2019, november 10). Build, measure, learn cycle. Medium. https://medium.com/@dominic_11011/build-measure-learn-cycle-ace388a13b4d
Sokół, A., & Słupińska, K. (2019). Creative management of the advertising form and content. Entrepreneurship and Sustainability Issues, 7(2), 842–861. https://doi.org/10.9770/jesi.2019.7.2(4)
The history of lean startup by steve blank. (2012, september 23). Spark n Launch: Biz Startup Tech Blog. https://sparknlaunch.wordpress.com/2012/09/24/the-history-of-lean-startup-by-steve-blank/ Why we love the Lean Startup (And you should, too!). (2015, február 26). Equidam. https://www.equidam.com/why-entrepreneurs-should-apply-the-lean-startup-business-valuation/
Yokochi, S., & Okada, T. (2020). The process of art‐making and creative expertise: An analysis of artists’ process modification. The Journal of Creative Behavior, jocb.472. https://doi.org/10.1002/jocb.472
Zorzetti, M., Signoretti, I., Pereira, E., Salerno, L., Moralles, C., Trindade, C., Machado, M., Bastos, R., & Marczak, S. (2020). A practice-informed conceptual model for a combined approach of agile, user-centered design, and lean startup. V M. Morisio, M. Torchiano, & A. Jedlitschka (Ed.), Product-Focused Software Process Improvement (Year 12562, s. 142–150). Springer International Publishing. https://doi.org/10.1007/978-3-030-64148-1_9

Details

Primary Language

Turkish

Subjects

Business Administration

Journal Section

Conference Paper

Authors

Michal Kubovics This is me
Poland

Anna Zaušková This is me
Poland

Publication Date

December 31, 2020

Submission Date

December 25, 2020

Acceptance Date

December 28, 2020

Published in Issue

Year 2020

IZ

https://izlik.org/JA42HR48PH

Cite

RIS / Bibtex

APA

Kubovics, M., & Zaušková, A. (2020). INNOVATIVE PREDICTION OF COMMUNICATION AGENCIES. Economics Business and Organization Research, 167-177. https://izlik.org/JA42HR48PH

AMA

1.Kubovics M, Zaušková A. INNOVATIVE PREDICTION OF COMMUNICATION AGENCIES. Economics Business and Organization Research. Published online December 1, 2020:167-177. https://izlik.org/JA42HR48PH

Chicago

Kubovics, Michal, and Anna Zaušková. 2020. “INNOVATIVE PREDICTION OF COMMUNICATION AGENCIES”. Economics Business and Organization Research, December 1, 167-77. https://izlik.org/JA42HR48PH.

EndNote

Kubovics M, Zaušková A (December 1, 2020) INNOVATIVE PREDICTION OF COMMUNICATION AGENCIES. Economics Business and Organization Research 167–177.

IEEE

[1]M. Kubovics and A. Zaušková, “INNOVATIVE PREDICTION OF COMMUNICATION AGENCIES”, Economics Business and Organization Research, pp. 167–177, Dec. 2020, [Online]. Available: https://izlik.org/JA42HR48PH

ISNAD

Kubovics, Michal - Zaušková, Anna. “INNOVATIVE PREDICTION OF COMMUNICATION AGENCIES”. Economics Business and Organization Research. December 1, 2020. 167-177. https://izlik.org/JA42HR48PH.

JAMA

1.Kubovics M, Zaušková A. INNOVATIVE PREDICTION OF COMMUNICATION AGENCIES. Economics Business and Organization Research. 2020;:167–177.

MLA

Kubovics, Michal, and Anna Zaušková. “INNOVATIVE PREDICTION OF COMMUNICATION AGENCIES”. Economics Business and Organization Research, Dec. 2020, pp. 167-7, https://izlik.org/JA42HR48PH.

Vancouver

1.Michal Kubovics, Anna Zaušková. INNOVATIVE PREDICTION OF COMMUNICATION AGENCIES. Economics Business and Organization Research [Internet]. 2020 Dec. 1;167-7. Available from: https://izlik.org/JA42HR48PH