Authors: Per Freytag and Ann Clarke
Advertising agencies experience fast changing markets, challenging their existing business model and forcing them to change in order to stay competitive. Through the scenario method and a single case study, this article explores and illustrates the changes that are taking place in the advertising industry. It is demonstrated that while a firm to some extent, on its own, can transform its business model in some areas, the perception of the firm by business partners is crucial for the ability of the firm to change in other areas. The aim is to improve the understanding of how industry changes affect a firm’s business model and what the challenges in adjusting the business model are?
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2012
Conference: Rome, Italy (2012)