HOW A BRIEF INNOVATION PROCESS AFFECTS BUSINESS GROWTH. CASE STUDY BEE ADVERTISING AGENCY

• Main Author: Fakriyya Luthfilhadi, Raeda
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72103
• Institution: Institut Teknologi Bandung

This thesis explores understanding of innovation process that leads to a competitive advantage in advertising, covering the process of developing advertisements projects, and how advertising agencies interact with clients & its role in the process. Based on the theoretical framework, the research was conducted on a case study in a fast-growing start-up advertising agency and used qualitative analysis in the case study and compared the implementation of the innovation process with other advertising agencies. The problems found in the BEE Advertising Agency will be analysed from the influence of the innovation process in the stages of making advertisements by looking at the client's involvement in the process as well as the effort of BEE Advertising Agency's to recapture its business growth in order to gain a competitive advantage in the existing market. An interview was conducted for all participants on the agencies’ founders or directors in Jakarta with sufficient knowledge of the innovation process implemented in their advertising agency as well as exploring the agency's efforts to recoup its business growth in order to obtain a competitive advantage in the current market. Data were processed using a qualitative method approach. The outcome shown two different approaches that are linier and non linier processes for each project, and several types of client involvement together with the role of client in the innovation process might help to solve the business problem of BEE Advertising Agency. This research outcome would benefit business practitioners and scholars to better comprehend the development phase of innovation process in agencies within the advertising industries.