Análise do modelo de gestão utilizado por uma indústria criativa no segmento de serviços de publicidade e propaganda em uma agência no município de Pato Branco - PR

Abstract

This research present an analysis of the management model used by a Creative Industry in the advertising services segment in the city of Pato Branco - PR. An approach to two management models derived from the classical administration theory is initially presented, namely the model of governing management and the participatory management model. Afterwards, an overview of the Creative Economy in the word is presented as well as its main features. It also presents the concept of Creative Industries and its origin and the working models as well as the characteristics of creative services, and the management model derived from the Creative Economy. In order to obtain the analyzed data, two interviews took place, one with the manager and one with the employee of the company through a semi-structured questionnaire. The interview was later transcribe for analysis of the results in order to reach the listed objectives for development of this research. The results obtained by the survey were essential for it to be associated with the theoretical framework in order to present the management model used in Prisko Kreativ Studio Company, which after analysis of the results presented in this work we could observe that the organization uses the basic principles of the management model derived from the Creative Economy.