Management style in Romanian advertising agencies

Abstract

The survey aims at identifying to what extent advertising agencies (especially Romanian ones), as organizations that depend on the creativity of professionals they hire, use a democratic management that focuses on values meant to offer working satisfactions to these professionals (autonomy, flexibility, cooperation, indirect control, participation in decision-making, etc.). The presentation of the results of the empirical research of management style in Romanian agencies (as showed by the analysis of the press in the field and by the answers to the questionnaires sent by e-mail to the managers of a number of agencies) is followed by a series of proposals for its improvement, in order to become a participative management.

Keywords

• advertising agency
• management style
• authoritarian management
• degree of autonomy
• indirect control
• flexibility
• democratic-participative management
• anthropocentric management