Bases of Power and Work Environment for Creativity in Advertising and Propaganda Agencies

Authors

  • João Benício dos Santos Chequer Carvalho Centro Universitário SENAI CIMATEC, Brazil
  • Camila de Sousa Pereira-Guizzo Centro Universitário SENAI CIMATEC, Brazil
  • Paulo Soares Figueiredo Escola de Administração da Universidade Federal da Bahia (UFBA), Brazil

Abstract

In spite of the fact that there is broad literature on the creativity in advertising and propaganda agencies, several studies concentrate on the features of the product or the professionals who work in these sectors rather than on the context of these businesses. Management and power practices have a relevant role in promoting a creativity-prone work environment. This study delved into the relationship between power bases and factors of the creative work environment and the characteristics of the context in which these variables are performed in these businesses, by interviewing 35 staff and two supervisors. Outcomes indicate that Power of Expertise was the most recurring, while Power of Coercion presented low mean values. These two power bases presented more correlations with the factors of the work environment, and Power of Coercion was negatively correlated with most factors. The context in which power bases and work environments favorable to creativity are perceived in these companies is discussed.

Keywords: power bases, creativity, advertising and propaganda agencies.

Author Biographies

  • João Benício dos Santos Chequer Carvalho, Centro Universitário SENAI CIMATEC, Brazil

    Mestrado em Gestão e Tecnologia Industrial pelo SENAI CIMATEC. Bacharel em Comunicação e Marketing pela Universidade Salvador - UNIFACS com MBA em Marketing pela Fundação Getúlio Vargas – FGV. Atualmente é Coordenador de Inteligência de Mercado na Confederação Nacional da Indústria – CNI.

  • Camila de Sousa Pereira-Guizzo, Centro Universitário SENAI CIMATEC, Brazil

    Graduação em Psicologia, com Doutorado pela UFSCar. Especialização em Gestão Organizacional e Recursos Humanos pelo Departamento de Engenharia de Produção da UFSCar. Atualmente é Professora Adjunta do Centro Universitário SENAI CIMATEC e Docente Permanente dos Programas de Pós-Graduação Stricto Sensu da instituição (Gestão e Tecnologia Industrial / Modelagem Computacional e Tecnologia Industrial).

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Published

2022-04-01

Issue

Vol. 22 No. 2 (2022): rPOT N2/2022

Section

Empirical Research Reports

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