Barriers to innovation in the Ghanaian advertising industry
Author
Sintim-Aboagye, Shanice
Term
4. term
Publication year
2020
Submitted on
2020-07-31
Abstract
This thesis investigates barriers to innovation in Ghana’s advertising industry amid an ongoing digital transformation. Using an innovation systems lens and a knowledge-intensive services perspective, it examines how relationships among key actors—clients, government, universities, civil society, and professional networks—and environmental factors such as motivation, openness, trust, culture, and technology shape opportunities and obstacles to creative change. The study employs a qualitative design based on interviews with nine industry experts to capture practitioners’ perceptions of how digitalization and institutional contexts affect agency practice. It also explores internal and external knowledge processes and knowledge sharing within agencies. The aim is to map the dimensional barriers to innovation and provide a clearer picture of Ghana’s digital advertising landscape for industry and policy audiences. While detailed empirical findings are not presented in the available text, the study seeks to inform practice and policy with a structured overview of challenges and dynamics.
Denne afhandling undersøger barrierer for innovation i den ghanesiske reklamebranche i lyset af den digitale omstilling. Med udgangspunkt i et innovationssystem-perspektiv og videnbaserede tjenester analyserer studiet, hvordan relationer mellem centrale aktører – kunder, regering, universiteter, civilsamfund og professionelle netværk – samt miljøfaktorer som motivation, åbenhed, tillid, kultur og teknologi former muligheder og hindringer for nyskabelse. Projektet bygger på en kvalitativ tilgang med interviews af ni brancheeksperter for at indfange praktikeres opfattelser af, hvordan digitalisering og institutionelle rammer påvirker bureauernes arbejdsformer. Analysen omfatter desuden interne og eksterne vidensprocesser samt videndeling i bureauer. Formålet er at kortlægge de dimensionelle barrierer for innovation og skabe et mere nuanceret billede af Ghanas digitale reklamelandskab til gavn for både branchens aktører og beslutningstagere. De konkrete empiriske resultater beskrives ikke i den foreliggende tekst, men undersøgelsen søger at informere praksis og politik med et systematisk overblik over udfordringer og dynamikker.
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