Innovation in the Danish Advertising Industry

In this seminar departure is taken in a paper, which discusses the

sources, characteristics and managerial implications of interfirm

project organisations. There is mounting evidence on the increasing use

of temporary organisational forms for carrying out complex activities.

It could be argued that complex tasks require similar complex and

temporary organisational forms, but there are other less well-understood

institutional factors at play. Through a case study of the Danish

advertising industry, and how it uses the interfirm project

organisation, the paper provides some initial answers to questions

regarding the sources and implications of temporary organisational

forms. Changes in employment patterns and human resource practises today

are seen as particularly relevant for studying interfirm project

organisations. Of managerial implications especially those related to

professional development and organisational learning, to the exercise of

authority, and to appointing competencies for the interfirm project

organisation, that is, spotting and attracting competences, are discussed."