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Human resources management in advertising agency

Author

Listed:
  • Cristina Leovaridis

    (State University of Political and Administrative Studies Bucharest)

Abstract

The paper presents advertising agencies as a new type of knowledge-based organizations (knowledge-intensive organizations), whose essential resource is its people with their competences, in conditions in which in the present society knowledge is becoming the most important source of competitive advantage for current organizations. Such professional services firms have to practice a particular type of management, focused on their employees, on thier aspirations and satisfaction, therefore the component processes of the human resources management (recruitment, selection, integration, motivation etc.) have a particularly important role in obtaining employees’ loyalty and increasing their performance and consequently in the survival and development of the company. The empirical research used case studies based on in-depth interviews with managers in Bucharest advertising organizations, but also a survey through questionnaire sent by e-mail to advertisers across the country, to provide a clear picture on the characteristics of human resources management in Romanian advertising agencies.

Suggested Citation

  • Cristina Leovaridis, 2009. "Human resources management in advertising agency," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 157-167, November.
    • Handle: RePEc:aio:manmar:v:vii:y:2009:i:1:p:157-167
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    File URL: http://www.mnmk.ro/documents/2009/14_Enea%20Constanta-FFF.pdf
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    More about this item

    Keywords

    knowledge-intensive organization; advertising agency; human resources management; competences;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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