Literature Review

Advertising creativity and National Economic Environment

Advertising creativity and National Economic Environment

Literature Review

A key challenge in the current environment is that the stage on which the innovation game is played out has expanded enormously. Whereas technological development was confined to a few nations in the early twentieth century it has expanded to the point where it is generated and used globally and where the challenges are those of being a global player. This has always been the theme of innovation strategy in multinational corporations, but it now becomes the issue for small enterprises.

The UK currently faces a transition to a new phase of economic development. We find that the competitiveness agenda facing UK leaders in government and business reflects the challenges of moving from a location competing on relatively low costs of doing business to a location competing on unique value and innovation. This transition requires investments in different elements of the business environment upgrading of company strategies and the creation and strengthening of new types of institutions.

According to the past studies it is observed and proved that the economic environment in the business organizations is influenced by various factors but one of the vital and the significant factor is the creative advertising that affects the national economic environment. This factor depends on different aspects of advertising tactics, moreover, past researchers worked on different aspect of a single phenomenon. In addition, the creative advertising was considered as to be influenced by the classical approaches which were helpful for identifying and resolving the initial or the minor problems that were pertaining to the economic environment.

However, according to new studies where the environment of an organization and also the business environment have made a significant impact on the national economic environment. The modern tactics which help the organizations in creative advertising the problems that are arising due to the changing environment of the modern day business and the national economic environment. Consequently the major challenge to innovation management is one of managing the same basic principles but on a much bigger stage. Competition has intensified and much of it is being driven by innovation in products, services and processes. The responses of successful firms are increasingly likely to involve some measure of networking and collaboration. (Diehl and Stroebe, 1991)

Creativity refers to the capacity to invent or craft novel and useful products that are valued as such by a peer group in relation to the national economic environment. The term applies to many domains of human experience, such as the fine arts of painting, sculpture, music, literature, film, and theater, and the applied arts of architecture, advertising, and mechanical and engineering design that are involved in the national economic environment like UK. Moreover, creativity also characterizes many other aspects of life such as scholarship, leadership, and teaching. In the national economic environment progress of society, which is characterized by the new and useful, can benefit from creative citizens like in the advertising though creativity may not always lead to positive ...