La creatividad como indicador de competitividad empresarial en el panorama publicitario mexicano

Estela Núnez-Barriopedro; Jorge García-Martín; Rafael Ravina-Ripoll

La creatividad como indicador de competitividad empresarial en el panorama publicitario mexicano

Translated title of the contribution: Creativity as an indicator of business competitiveness in the Mexican advertising landscape

Estela Núnez-Barriopedro, Jorge García-Martín, Rafael Ravina-Ripoll

Multidisciplinary Study of the Influence of Creativity and Corporate Happiness on the Sustainable, Economic, Social and Environmental Development of Territories (IGOMSOH)

Research output: Contribution to journal › Article › peer-review

1 Scopus citations

Abstract

Advertisement rankings have a high repercussion in the advertising industry. Creativity is one of the key variables in the success of the agencies. The aim of this work is making an analysis of the actual position of the Mexican advertising agencies at the Latin-American Advertising Ranking, which assess the competitiveness of the agencies for the period 2014-2016, which includes 83, 83 y 52 Mexican agencies respectively for each year.

Translated title of the contribution	Creativity as an indicator of business competitiveness in the Mexican advertising landscape
Original language	Spanish
Journal	Espacios
Volume	39
Issue number	34
State	Published - 1 Jan 2018

Bibliographical note

Publisher Copyright:
© 2018.

Cite this

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KW - Tendency

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La creatividad como indicador de competitividad empresarial en el panorama publicitario mexicano

Abstract

Bibliographical note

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