The role of workplace innovation on employee productivity within the advertising industry in KwaZulu-Natal

Abstract

Totterdill (2015) highlights a vast body of evidence in favour of workplace innovation, however, it is equally clear that organisations are either not aware of its impact or that they are unable or unwilling to act on it. In today’s ever-changing economic environment, it has become increasingly important for organisations to maintain a profound competitive advantage for long-term sustainability (Anning-Dorson, 2018). As the world continues to innovate and adapt to change, so should various industries and in this case, the advertising industry. The researcher aimed to answer the question, “does workplace innovation affect the overall productivity of employees in the advertising industry?” Data was collected by means of semi-structured interviews with the use of open-ended questions. This was due to its ability to provide reliable, comparable qualitative data. Significant findings reveal that advertising firms in Durban fully acknowledge the need for workplace innovation and already dedicate the time and resources necessary to achieving a profound competitive advantage through innovation practices.