Indigenous Innovation in Chinese Advertising Industry: A Case Study of Zhejiang Province

摘要：

This paper analyzes the current status of indigenous innovation in Chinese advertising industry based on a case study of advertising enterprises in Zhejiang Province. As a kind of typical creative industry, innovation in Advertising enterprises has its own features. Therefore, we try to develop a framework to explain the key entities (the customer, the accepter, the media, the government, the indigenous advertising enterprise, and the global advertising company) of indigenous innovation in Chinese advertising industry and their relations, while the dynamics of indigenous innovation in the industry is explained in such a framework. And we also discuss the source of global knowledge and indigenous knowledge in advertising industry.

关键词： Indigenous Innovation Indigenous Knowledge Knowledge Transfer Leader User

作者: CHEN Xuesong CHEN Jin WU Guanrong

作者单位: Management School, Zhejiang University. Hangzhou, China RCID, Zhejiang University Hangzhou, China Economics and Management School, Zhejiang SCI-TECH University, Hangzhou

会议类型: 国际会议

会议名称: The Fifth InternationalSymposium on Management of Technology(ISMOT07)(第五届技术与创新管理国际研讨会)

会议地点: 杭州

会议语种:英文

页码: 1182-1185

在线出版日期: 2007-06-01（万方平台首次上网日期，不代表论文的发表时间）