Impact of Team Goal Orientation and Information Exchange on Creativity and Innovation in Advertising Creative Teams of Pakistan

Abstract

The main objective of the study is to investigate the impact of team goal orientation and information exchange on creativity and innovation in advertising creative teams of Pakistan. The data is collected from 70 teams and 436 employees of the advertising agencies in Pakistan and analyzed statistically using MEDTHREE analysis. The findings indicate that team goal orientation induces information exchange among team members, which leads to organizational innovation through team creativity in the advertising agencies of Pakistan. The mediation analysis of the data shows that for the innovation it is necessary that information exchange and creativity must exist at team level. The study may be useful for the managers of the advertising agencies of Pakistan to deal with the studied factors for the enhancement of creative thinking and innovation in the advertising agencies of Pakistan.