Should we do it ourselves or should we let somebody else do it?
(2023) BUSN39 20231Department of Business Administration
- Abstract
- Title: Should we do it ourselves or should we let somebody else do it? An exploratory study of in-house agencies and external agencies in marketing and brand management
Course: BUSN39 - Degree project in Global Marketing
Authors: Nicholas-Joel Kisling & Julia Herma Cornée Dorothée Bosveld
Keywords: In-House Agency, Make-or-Buy, Insourcing, Outsourcing, External Agencies, Marketing, Brand Management, Advertising
Purpose: The purpose of this study is to explore the dynamics of make-or-buy decisions in the context of marketing and brand management. Specifically, the research investigates the role and scope of in-house agencies beyond advertising, and analyses the motivations that drive companies to either insource or outsource... (More) - Title: Should we do it ourselves or should we let somebody else do it? An exploratory study of in-house agencies and external agencies in marketing and brand management
Course: BUSN39 - Degree project in Global Marketing
Authors: Nicholas-Joel Kisling & Julia Herma Cornée Dorothée Bosveld
Keywords: In-House Agency, Make-or-Buy, Insourcing, Outsourcing, External Agencies, Marketing, Brand Management, Advertising
Purpose: The purpose of this study is to explore the dynamics of make-or-buy decisions in the context of marketing and brand management. Specifically, the research investigates the role and scope of in-house agencies beyond advertising, and analyses the motivations that drive companies to either insource or outsource marketing and brand management functions.
Methodology: This qualitative study employs semi-structured interviews with a constructionist view and an inductive approach.
Results: The findings from the qualitative interviews shed new light on the phenomenon of in-house agencies and the make-or-buy decision within marketing and brand management. The study proposes a typology of three different types of in-house agencies. The findings further provide an overview of the different reasons to insource and outsource.
Implications: The research broadens the scope of research on the phenomenon of the in-house agency as limited to advertising and adds to the current understanding of an important and highly relevant topic in the current field of marketing and brand management. Besides, the research provides a holistic understanding on the phenomenon of the in-house agency and a comprehensive overview of the advantages and disadvantages associated with the make-or-buy decision, offering valuable guidance in the decision-making process. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9130150
- author
- Kisling, Nicholas-Joel LU and Bosveld, Julia Herma Cornée Dorothée LU
- supervisor
-
- Mats Urde LU
- organization
- alternative title
- Should we do it ourselves or should we let somebody else do it? : An exploratory study on in-house agencies and external agencies in marketing and brand management
- course
- BUSN39 20231
- year
- 2023
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- In-House Agency, Make-or-Buy, Insourcing, Outsourcing, External Agencies, Marketing, Brand Management, Advertising
- language
- English
- id
- 9130150
- date added to LUP
- 2023-06-29 09:07:52
- date last changed
- 2023-06-29 09:07:52
@misc{9130150,
abstract = {{Title: Should we do it ourselves or should we let somebody else do it? An exploratory study of in-house agencies and external agencies in marketing and brand management
Course: BUSN39 - Degree project in Global Marketing
Authors: Nicholas-Joel Kisling & Julia Herma Cornée Dorothée Bosveld
Keywords: In-House Agency, Make-or-Buy, Insourcing, Outsourcing, External Agencies, Marketing, Brand Management, Advertising
Purpose: The purpose of this study is to explore the dynamics of make-or-buy decisions in the context of marketing and brand management. Specifically, the research investigates the role and scope of in-house agencies beyond advertising, and analyses the motivations that drive companies to either insource or outsource marketing and brand management functions.
Methodology: This qualitative study employs semi-structured interviews with a constructionist view and an inductive approach.
Results: The findings from the qualitative interviews shed new light on the phenomenon of in-house agencies and the make-or-buy decision within marketing and brand management. The study proposes a typology of three different types of in-house agencies. The findings further provide an overview of the different reasons to insource and outsource.
Implications: The research broadens the scope of research on the phenomenon of the in-house agency as limited to advertising and adds to the current understanding of an important and highly relevant topic in the current field of marketing and brand management. Besides, the research provides a holistic understanding on the phenomenon of the in-house agency and a comprehensive overview of the advantages and disadvantages associated with the make-or-buy decision, offering valuable guidance in the decision-making process.}},
author = {{Kisling, Nicholas-Joel and Bosveld, Julia Herma Cornée Dorothée}},
language = {{eng}},
note = {{Student Paper}},
title = {{Should we do it ourselves or should we let somebody else do it?}},
year = {{2023}},
}