ABSORPTIVE CAPACITY ANALYSIS IN THE CREATIVE PROCESS
Keywords:
Absorptive Capacity; Creative process; Creative IndustryAbstract
This study aims to highlight the absorptive capacity in the creative process in three advertising and advertising agencies located in the metropolitan region of Porto Alegre, in the state of Rio Grande do Sul, Brazil. In methodological terms, the study had a qualitative approach, and the data were collected through in-depth interviews with professionals from the analyzed agencies. The results of the research present evidences of aspects of the theoretical construct of the absorptive capacity in the creative process, as well as, allow to compare the internal processes in the different agencies studied, whose size, history, structure and proposal of performance are different, analyzing the varied practices organizational knowledge sharing and exchange, both internal and external. Although equipment and technologies have been highlighted as necessary for daily tasks, it has been shown that social interaction is the main aspect of the work environment, enabling interactions between professionals with different specialties and enabling the strengthening of the absorptive capacity.
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