Relationship of Advertising Creativity, Innovation Capability And Firm Performance

Leo Agung

Abstract


The purpose of this study to test the relationship of advertising creativity to corporate performance through the capability of innovation with quantitative methods. This method was chosen because it uses a management perspective approach that emphasizes the use of a group of methods in managerial decision making, based on the scientific method. The survey was conducted on directors or managers in 154 advertising industries in Jakarta representing the advertising industry in Indonesia. It was found in this study that there is no relationship between advertising creativity and innovation ability, but there is a strong relationship between innovability and firm performance. Data analysis was processed using Amos 18.


Keywords


innovation

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References


Kumar, V., Jones, E., Venkatesan, R., Leone, R.P., 2011. Is market orientation a source of sustainable competitive advantage or simply the cost of competing? J. Market.75 (1), 16–30

Acar, A. Z. & Zehir, C. (2010). The harmonized effects of generic strategies and business capabilities on business performance

Im, Subin and Workman, John P. Jr. 2004. Market Orientation, Creativity, and New Product Performance in High-Technology Firms. Journal of Marketing. 68(April): 14-132


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