KNOWLEDGE CREATION PROCESS IN ADVERTISING FIRMS OF PAKISTAN

Abstract

Creating new forms of knowledge is particularly crucial for the survival of knowledge-intensive firms. Most of the work in the social capital interaction has focused on the relationship between firms whereas the relationship between individuals in the knowledge networks and teams has been understudied. This study intends to ascertain the evolving role of the knowledge creation process in advertising firms of Pakistan. This paper describes the knowledge creation process by analyzing lived experiences of informants and focuses on different phases of knowledge creation from idea generation to final execution within the context of advertising agencies. More specifically, this study is aimed at studying the role of social capital in supporting the knowledge creation process within the context of advertising firms. This study resides on a relativistic school of thought based on the interpretive paradigm. Purposive sampling is used for data collection conducted through semi-structured interviews. Phenomenology was used as a research methodology to develop broader themes for discussion and capture the essence of the phenomenon. It is inferred that collaborative work environment, mutual consensus, informal interactions, motivation, self-respect, sharing culture, social change, client satisfaction and many other factors drive the essence of the knowledge creation process in terms of creativity & quality as strength of relationships in advertising agencies. The major implications of this paper are both for academicians & practitioners to view creativity and quality as strength of relationships based on nurturing relational capital. Managers should foster a productive relationship between employees and use network relationships as a mean for generating new forms of knowledge.