Relatinoship Building and Management - Aligning the Advertising Agency-Client Relationship
(2006)Department of Business Administration
- Abstract
- Title: Relationship building and management – Aligning the Advertising Agency-Client Relationship Seminar date: 2006-01-13 Course: Bachelor thesis in Business Administration 10 Swedish credits. Authors: Ryan Eriksson, Louise Hagströmer, Peter Irinarchos. Advisors: Christer Kedström, Catharina Norén. Keywords: Relationship building and management, Transaction cost, Network theory, Resource based theory and Advertising agency. Purpose: In this research, we focus our attention concerning the degree of relationship between an advertising-agency and its client employing Kurzrock’s level of alignment. The Relationship Arena (RA) model has been designed to cater such agency-client relationship dynamism. Methodology: In the design of the RA model,... (More)
- Title: Relationship building and management – Aligning the Advertising Agency-Client Relationship Seminar date: 2006-01-13 Course: Bachelor thesis in Business Administration 10 Swedish credits. Authors: Ryan Eriksson, Louise Hagströmer, Peter Irinarchos. Advisors: Christer Kedström, Catharina Norén. Keywords: Relationship building and management, Transaction cost, Network theory, Resource based theory and Advertising agency. Purpose: In this research, we focus our attention concerning the degree of relationship between an advertising-agency and its client employing Kurzrock’s level of alignment. The Relationship Arena (RA) model has been designed to cater such agency-client relationship dynamism. Methodology: In the design of the RA model, we mainly use a deductive approach. To corroborate the applicability of the RA model, we furnish this research with a multiple-case study involving a number of agencies and advertisers in Sweden. Theoretical perspective: A specific relationship is dynamic due to the factors of transaction costs, network links, values and complexity, and importance of resources that moulds and affects a relationship. Empirical foundation: We have decided to do a multiple-case study research, studying four advertising agencies (Eminent (Lund), Metod (Kristianstad), Navigator (Malmö)) and The Concept Factory (Malmö) and 10 different assigners. Conclusion: Whether it is a short fling or a developing partnership with a client, a relationship needs to be aligned according to the mentioned environmental factors in avoiding a mismatch and thus the termination of a relationship. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1340918
- author
- Eriksson, Ryan ; Hagströmer, Louise and Irinarchos, Peter
- supervisor
- organization
- year
- 2006
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Relationship building and management, Transaction cost, Network theory, Resource based theory and Advertising agency, Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 1340918
- date added to LUP
- 2006-01-13 00:00:00
- date last changed
- 2012-04-02 15:54:09
@misc{1340918,
abstract = {{Title: Relationship building and management – Aligning the Advertising Agency-Client Relationship Seminar date: 2006-01-13 Course: Bachelor thesis in Business Administration 10 Swedish credits. Authors: Ryan Eriksson, Louise Hagströmer, Peter Irinarchos. Advisors: Christer Kedström, Catharina Norén. Keywords: Relationship building and management, Transaction cost, Network theory, Resource based theory and Advertising agency. Purpose: In this research, we focus our attention concerning the degree of relationship between an advertising-agency and its client employing Kurzrock’s level of alignment. The Relationship Arena (RA) model has been designed to cater such agency-client relationship dynamism. Methodology: In the design of the RA model, we mainly use a deductive approach. To corroborate the applicability of the RA model, we furnish this research with a multiple-case study involving a number of agencies and advertisers in Sweden. Theoretical perspective: A specific relationship is dynamic due to the factors of transaction costs, network links, values and complexity, and importance of resources that moulds and affects a relationship. Empirical foundation: We have decided to do a multiple-case study research, studying four advertising agencies (Eminent (Lund), Metod (Kristianstad), Navigator (Malmö)) and The Concept Factory (Malmö) and 10 different assigners. Conclusion: Whether it is a short fling or a developing partnership with a client, a relationship needs to be aligned according to the mentioned environmental factors in avoiding a mismatch and thus the termination of a relationship.}},
author = {{Eriksson, Ryan and Hagströmer, Louise and Irinarchos, Peter}},
language = {{swe}},
note = {{Student Paper}},
title = {{Relatinoship Building and Management - Aligning the Advertising Agency-Client Relationship}},
year = {{2006}},
}