A taxonomic classification for advertising design and development process based on concurrent engineering

Abstract

The aim of this article is to make a methodological analysis of Advertising Design and Development Process (ADDP) from the context of Concurrent Engineering (CE) dimensions to define a research agenda from the strategic point of view that can address a possible problem solution in advertising sector. The study is based on the design of a literary classification methodology to analyze the applications that have been developed, taking into account the type of study, the nature of the data, the purpose of the research, the amount of dimensions of CE addresses and which have been the most studied. The article identifies that does not exist in the literature a methodology to evaluate the ADDP in light of the dimensions of CE by providing an important finding for those interested in performing management related studies and ADDP.