Abstract
This study uses a path model to investigate and assesses organizational and motivational determinants in successful, creative marketing campaigns by analyzing a sample of Korean marketing practitioners. Our primary findings suggest that a supporting work environment for creativity generally boosts the intrinsic motivation of Korean marketing practitioners to plan and work hard, and thus results in creative and effective outcomes. The job performance is well predicted by creativity, working hard, and intrinsic motivation in this model. However, considering its low explained variance, campaign creativity, which is defined here as practical and outcome oriented, may be predicted by factors other than the organizational and motivation factors used in the present study.
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© 2015 Academy of Marketing Science
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Suh, T., Khan, O. (2015). Organizational and Motivational Influence on Creativity, Working Hard, and Performance: a Case of Korean Marketing Practitioners. In: Spotts, H. (eds) Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11882-6_23
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DOI: https://doi.org/10.1007/978-3-319-11882-6_23
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11881-9
Online ISBN: 978-3-319-11882-6
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