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Lack of collective learning in online advertising in Oslo, Norway
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Social and Economic Geography. (CIND Centre for research on Innovation and Industrial Dynamics)
(English)Manuscript (preprint) (Other academic)
Abstract [en]

The advertising industry is often seen as adaptable and flexible, and its work organisation and diverse project ecologies are assumed to nurture creativity, learning and innovation. The advertising industry in Oslo is currently going through a restructuring process of adapting to the Internet as an emerging media channel for marketing, but struggles to benefit from collective learning. The established advertising agencies have been reluctant regarding the new opportunities in Internet-based advertising, which has allowed for a set of smaller and specialized web agencies to emerge, and who now possess the best skills within interactive advertising. The paper argues that there are two parallel epistemic communities in the localized advertising industry. It is shown that the advertising industry seems to have been caught in a path dependent technological trajectory, and that in order for collective learning to unfold geographical proximity needs to be supplemented by cultural and epistemic proximity and compatibility.

Keyword [en]
advertising, collective learning, Internet, knowledge, epistemic communities, path dependency
National Category
Economic Geography
Identifiers
URN: urn:nbn:se:uu:diva-109860OAI: oai:DiVA.org:uu-109860DiVA: diva2:274314
Projects
Creativity and Innovation in the Cultural Industries
Available from: 2009-10-28 Created: 2009-10-28 Last updated: 2012-01-03Bibliographically approved
In thesis
1. Creative Distraction: The Digital Transformation of the Advertising Industry
Open this publication in new window or tab >>Creative Distraction: The Digital Transformation of the Advertising Industry
2009 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

This thesis is primarily based on a case study on how the Internet affects the advertising industry in Oslo, Norway, and on how the digitization of advertising adds to our understanding of the geography of innovation and urban and regional development. The study argues that the Internet fundamentally changes and challenges the advertising industry, and that advertising merges into market communication and even user experience and product development. The interactive nature of the Internet and its parallel social and commercial worlds contribute to transcend the role of a traditional medium and to coalescence between production and consumption. Despite the fact that those involved in online and traditional advertising are located close to each other in Oslo, the extent of collective learning, knowledge externalities and innovation has been scarce. The study shows that the creative destruction of this industrial sector is ignited by actors outside the traditional advertising industry. Due to path dependency along one-way mass communication media incumbents within the advertising industry have left room for new actors, such as web agencies and technology consultants, to explore and take market share in online market communication services. The reconfiguration of market communication is regarded as the result of an industry mutation across advertising and ICT, and creates a need for bridging skills and competencies across creative, strategic and interactive domains. The implications of such an industry mutation across diverse sectors are used to discuss the evolutionary potential of the related variety perspective. The study argues that localized industrial change may be conceptualised in terms of a cyclical relationship between externalities from localisation economies and urbanisation economies respectively. The implications of the findings from the case study are in this way used to discuss more general drivers of urban and regional development.

Place, publisher, year, edition, pages
Uppsala: Universitetstryckeriet, 2009. 134 p.
Series
Geografiska regionstudier, ISSN 0431-2023 ; 82
Keyword
economic geography, innovation, advertising, Internet, agglomeration economies, creative, interactive, knowledge, Oslo, Norway
National Category
Social Sciences Economic Geography
Identifiers
urn:nbn:se:uu:diva-109707 (URN)978-91-506-2108-2 (ISBN)
Public defence
2009-12-04, Auditorium Minus, Museum Gustavianum, Akademigatan 3, Uppsala, 10:00 (English)
Opponent
Supervisors
Projects
Creativity and Innovation in the Cultural Industries
Available from: 2009-11-13 Created: 2009-10-22 Last updated: 2009-11-13

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CiteExportLink to record
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Citation style
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Output format
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