Doktora Tezleri

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Browsing Doktora Tezleri by Subject "Advertising Sector"

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    Doctoral Thesis
    Yaratıcı endüstrilerde bireysel inovasyon eğilimini etkileyen faktörler: Reklamcılık sektöründe bir alan araştırması
    (2017) Kıroğlu, İşil; Albayrak, Raif Serkan
    Innovation is defined as the process of developing or generating a novel product or service that has economic value. Innovation consists of four main steps: exploring the problem, idea generation, championing, and application. In order to make successful innovations at individual or organizational size, individuals are needed who tend to innovate. The aim of the thesis is to explore personal and social environmental factors pertaining innovative individual. Personal factors that affects innovation tendency are the abilities and skills people have from birth. While an individual is born with abilities, skills are shaped by the social environment. Personal factors are 'personality characteristics, creative thinking ability, intuitive perception ability, social networking ability, direction of motivation, and entrepreneurship tendency'. As for environmental factors 'culture, family, and education' are considered. The dependency of innovation tendency on each factor is analysed. Among 100 Biggest Advertising Agencies of 2015 44 agencies participated this analyses. From those 44 companies, 343 survey has been collected from staff working as 'Administrative (İ), Creative (Y), Creative - Administrative (Y+İ)' positions. Statistical analysis has been undertaken by Redundancy Analysis methodology. In order to answer the main research questions 30 Redundancy models have been dealt for each group. This thesis concludes that the models developed for 'Y+İ group' explain innovation tendency better than models dealt for other groups.