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ERIC Number: ED309480
Record Type: Non-Journal
Publication Date: 1989-Aug
Pages: 18
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
Ethics and the Exercise of Responsibility among Entrepreneurs in New Ad Agencies.
Whitlow, S. Scott; Van Tubergen, G. Norman
To seek insight into the ethical and risk-taking orientations of advertising agency entrepreneurs, a study focused on the impact of these orientations on the entrepreneur's practices and perceptions of responsibility surrounding client legal services. Subjects, 152 entrepreneurs at 152 start-up agencies (defined as having six or fewer employees and being less than three years old), participated in a phone interview. Findings included the following: (1) only 11% of the small agency entrepreneurs (SAE) report having a formal code of ethics during their start-up years; (2) 61% of the respondents believed ethical guidelines would be of some value; (3) 36% appeared to be relatively high in risk-taking, 51% describe a comparatively moderate risk-taking profile of themselves, and the rest were clustered as relatively low risk-takers; and (4) in regard to obtaining legal counsel for agency advertisements, 37% keep an attorney on retainer, 30% use an attorney for general operation needs, and the remainder did not use an attorney for such advice. (Two tables of data are included, and 26 references are appended.) (MS)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A