Empirical investigation of the domain knowledge and team advertising creativity typology: The case of Nescafe coffee |
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| Affiliation: | 1. Institute of Business Studies, Kohat University of Science & Technology, Pakistan;2. Department of Management Sciences, COMSATS University Islamabad, Wah Campus, Wah Cantt, Pakistan;3. Institute of Business Studies, Kohat University of Science & Technology, Kohat, Pakistan;4. Institute of Business and Management Sciences, UOA, Peshawar, Pakistan;5. College of Hospitality and Tourism Management, Sejong University, Seoul, 05006, South Korea;6. Social Matters Research Group, Universidad Loyola Andalucía, C/ Escritor Castilla Aguayo, 4, 14004 Córdoba, Spain;1. ESCP Business School Berlin, Heubnerweg 8-10, D-14059, Berlin, Germany;2. Consultant at the Berlin-Brandenburg Statistics Office, Statistical Methods and Policy Issues Unit, Alt-Friedrichsfelde 60, 10315, Berlin, Germany;1. Associate Professor of Marketing, Penn State Harrisburg, School of Business Administration, 777 West Harrisburg Pike, Middletown, PA, 17057-4898, USA;2. SVP Client Strategy & Development, CitrusAd, Harrisburg, PA, USA;1. Business School, University of Shanghai for Science and Technology, 334 Jungong Road, Yangpu District, Shanghai, 200093, China;2. School of Economics and Management, Tongji University, 1239 Siping Road, Yangpu District, Shanghai, 200092, China;1. School of Business, Central South University, Changsha, 410083, China;2. School of Business, Anhui Univerisity, Hefei, 230601, China;1. School of Biological & Food Engineering, Dalian Polytechnic University, Dalian 116034, China;2. Division of Biotechnology, Dalian Institute of Chemical Physics, Chinese Academy of Sciences, Dalian 116023, China;1. School of Business and Law, Edith Cowan University, 6027, Joondalup, WA, Australia;2. School of Economics, Finance and Marketing, RMIT University, 3000, Victoria, Australia |
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| Abstract: | This study proposes and tests a typology of domain knowledge and team creativity by empirically assessing the effects of varying levels of domain knowledge on the creative outcomes of the team members. Two separate studies were conducted to address this inquiry. Study one aimed at determining the level of domain knowledge of each team member in the teams. Eleven groups comprising of thirty-three business students designed eleven advertisements for the products of their own choices. Utilizing the situation judgment test and the grade earned in the advertising course, four teams were formed comprising two balanced and two imbalanced domain knowledge teams. To test the hypotheses of the study, these teams were asked to develop a print advertisement for Nescafe for the summer season (Study Two). Upon creativity assessment of the final ads by twenty-six independent creative personnel in a total of seven advertising agencies in Pakistan, the results revealed that a balanced team with low domain knowledge outperformed the other balanced team with high domain knowledge. Further, unexpectedly, one of the imbalanced domain knowledge teams also outperformed the balanced high domain knowledge team. The study in the light of extant literature presents worthwhile implications for academia and practitioners. |
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| Keywords: | Domain knowledge Team creativity Creative advertisement Balanced and imbalanced teams |
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