FORMATION OF HIGH PERFORMANCE TEAMS AND MANAGERIAL STRATEGIES IN PROJECTS OF ADVERTISING COMPANIES (Article published in Spanish)
DOI:
https://doi.org/10.1016/S0123-5923(12)70194-8Keywords:
Team work, high performance team, advertising agenciesAbstract
At the present time, advertising companies face pressure to compete in an environment whereproducts and strategies are increasingly similar because of globalization. The success of thesecompanies will depend on the practice of innovation in their activities and in human capitaldevelopment. The purpose of this work is to establish a relationship between the formationof high performance teams and management strategies in advertising company projects. It issubstantiated by correlational descriptive cross-sectional research following a non-experimental,descriptive, cross-sectional design. The sample consisted of companies located in the municipalityof Maracaibo, Venezuela, which are members of the Advertising Agency Association. Theresults are useful for other companies that are willing to take on this challenge.Downloads
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