The Influence of Corporate Reputation, Innovation Management, Organizational Agility, and Organizational Resilience on the Performance of Advertising Agencies in Thailand
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Abstract
This mixed-methods research aimed to: 1) examine the levels of corporate reputation, innovation management, organizational agility, organizational resilience, and performance of advertising agencies in Thailand; 2) investigate the influence of corporate reputation, innovation management, organizational agility, and organizational resilience on the performance of advertising agencies in Thailand; and 3) develop a performance model for advertising agencies in Thailand. In the quantitative phase, the sample consisted of 340 entrepreneurs or executive representatives of advertising agencies in Thailand, selected through multistage random sampling. The research instrument was a five-point rating scale questionnaire. Data were analyzed using descriptive statistics and structural equation modeling. In the qualitative phase, the key informants consisted of 30 participants, including advertising agency entrepreneurs, academics, and major clients. Data were collected through in-depth interviews and analyzed using content analysis. The findings revealed that: 1) performance, organizational agility, corporate reputation, innovation management, and organizational resilience were all at a high level, with mean scores of 4.21, 4.20, 4.19, 4.16, and 4.06, respectively; 2) corporate reputation, innovation management, organizational agility, and organizational resilience jointly predicted 86 percent of the performance of advertising agencies in Thailand; and 3) the RIAR-BSC Model for Performance Elevation of Advertising Agencies in Thailand consisted of reputation capital, innovation management as a business-driving engine, the development of an agile operating system, the enhancement of organizational resilience, and performance elevation based on the Balanced Scorecard perspectives, namely the financial perspective, customer, internal process, and learning and growth perspectives.
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