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Jacobian Cluster Mutation: From Advertising to Internet-based market communication
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 currently undergoing a restructuring process, where traditional media like TV and print are being complemented and replaced by interactive advertising and market communication on the Internet. The paper discusses how this transformation process affects the structure and organisation of services within Internet-based market communication. Based on interviews with 50 respondents from advertising and beyond the paper argues that the multiple and interactive nature of the Internet medium represent opportunities and challenges for the advertising agencies that transcend their traditional role as developers of creative ideas and campaigns. It is argued that Internet-based market communication demands a convergence of creative, strategic and technical services which represents a new production and market communication space in which the end consumer plays a lead role. The paper suggests that technology driven transformation processes in the industrial agglomerations of advertising and ICT in Oslo can be viewed as an industrial mutation.

Keyword [en]
cluster mutation, Oslo, interviews and employment statistics, advertising, Internet, diversity
National Category
Economic Geography
Identifiers
URN: urn:nbn:se:uu:diva-109861OAI: oai:DiVA.org:uu-109861DiVA: diva2:274315
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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Citation style
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