In an era of competitive and cluttered market condition, companies strive to be heard. Innovative strategies and creative advertising campaigns can deliver the exposure and impressions that firms need. The objective of this paper is to examine how inter-organizational relationship learning between advertiser and advertising agency affects the innovative performance of the company. We argue that advertiser-advertising agency relationship is an adaptation process, and intensive efforts devoted by both sides are needed to generate innovative strategies. The study collected data from companies in Taiwan by questionnaires. Statistical analysis tested hypotheses derived from the theory. The contribution of the research is to extend relationship learning from buyer-seller relationship to advertising field, and provides practical lessons for managers.
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