...WoonBong Na; Roger Marshall; Arch G. Woodside Purpose The purpose of this paper is to report the use of decision system analysis (DSA) mapping the streams of communications (i.e. interactions), thoughts, actions and decisions involved for advertising agencies as executives in these firms gain...

...Abdelfattah Triki; Nejla Redjeb; Istabrak Kamoun Purpose This paper aims to focus on the advertising agency‐firm relationship and aims at understanding and analysing its dynamics. In particular, it digs deep into the reasons behind success and failure of the relationship and attempts to unveil...

...Chris Hackley This essay refers to working practices in advertising agency research as a source of reflection on representational practices in the wider worlds of consumer research. The representational conventions of “the essay” allow the paper’s exploratory theme to be developed through the use...