Aquarius advertising revisited: a case becomes an experience

Abstract

This experiential exercise is based on a traditional organization theory case related to structural contingency theory. The exercise provides a means by which students can play the role of advertising agency professionals and their clients. The objectives of the exercise are to demonstrate structural contingency theory; to illustrate the relationship between contextual factors in an organization's environment and its internal organization design; to demonstrate the effects of structural deficiency on communication and project completion in a creative organization; and to demonstrate the need for horizontal linkages for effective project completion. The exercise is appropriate for both undergraduate and graduate students.