Effectiveness of Teamwork towards Knowledge Creation: Understanding Exchange Relationships in Advertising Agencies

Abstract

The paper describes exchange relationships experiences of team leaders in advertising
agencies related to switching of jobs and tasks from one brand to other. The study is
subjectivist philosophical stance to understand the creation of knowledge. A small
exploratory study collected information from eight managers working in different advertising
agencies. The study found that dynamic advertising environment, industrial rivalry and satisfying
client’s demand, continually create innovative ads or other promotional campaigns. The most
contributing factor turns out to be positive exchange relationships among team members.
Effectives of team work increases innovation otherwise the advertising tasks cannot be performed
on individual basis. Team members working closely for a long time decline their productivity as
the close collaboration results in creating a comfort zone for members and their thought process
is mutually aligned. Moreover, innovation and creativity is achieved when a person is free of
mind and in a flexible environment.