Formación de equipos de alto desempe？o y estrategias gerenciales en proyectos de empresas publicitarias

at the present time, advertising companies face pressure to compete in an environment where products and strategies are increasingly similar because of globalization. the success of these companies will depend on the practice of innovation in their activities and in human capital development. the purpose of this work is to establish a relationship between the formation of high performance teams and management strategies in advertising company projects. it is substantiated by correlational descriptive cross-sectional research following a non-experimental, descriptive, cross-sectional design. the sample consisted of companies located in the municipality of maracaibo, venezuela, which are members of the advertising agency association. the results are useful for other companies that are willing to take on this challenge.