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Mind the Gap - En studie om samarbetet mellan byrå och kund
Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Sustainable Development of Society and Technology.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Sammanfattning -  ”Mind the Gap”- En studie om samarbetet mellan byrå och kund.

Seminarium: 31 maj 2012

Institution: Mälardalens högskola, Akademin för hållbar samhälls-och teknikutveckling

Kurs: Kandidatuppsats i företagsekonomi med inriktning mot marknadsföring, 15 ECTS

Författare: Alexandra Bergkvist, Jenny Bernhardsson, My Lundberg

21 April 1988   11 December 1987   23 September 1988

Handledare: Dan Linder

Examinator: Cecilia Lindh

Nyckelord: Arbetsprocess, kundrelation, gapet, dödvikt, spill, reklambyrå

Problem: Studien behandlar relationen mellan reklambyråer och deras kunder, vilka problem som kan uppstå i samarbetsprocessen samt hur det är möjligt att undvika problem och därigenom ge förslag på eventuella förändringar i samarbetet. Problemformuleringen bygger på att identifiera gapet i arbetsprocessen

Syfte: Identifiera var gapet i arbetsprocessen mellan kunder och byråer består av.

Frågeställning: Vad består gapet i arbetsprocessen mellan kunder och byråer av? När uppstår gap? På vilka sätt kan de berörda parterna minska gapet?

Metod: I uppsatsen tillämpas en kvalitativ metod för att förstå vad gapet i arbetsprocessen består av. Studiens empiriska del utgörs av fyra personintervjuer, tre reklambyråer och en byråvalsrådgivare. Intervjufrågorna är av en halvstrukturerad intervjuform, vilket innebär att samma frågor, med frihet till följdfrågor kommer ställas.

Slutsats: Bland de intervjuade byråerna och byråvalsrådgivaren rådde det en samstämmighet av vad gapet består av, med undantag av ett fåtal skilda meningar. Det framkom att gapet främst består av skild syn på förväntningarna i samarbetet.

Abstract [en]

Abstract - ”Mind the Gap”- A study on the cooperation between advertising agencies and their clients.

Seminar date: May 31th 2012

Institution: University of Mälardalen, School of Sustainable Development of Society and Technology

Course: Bachelor thesis in business administration focusing on marketing, 15 ECTS

Authors: Alexandra Bergkvist, Jenny Bernhardsson, My Lundberg

21 th April 1988   11th December 1987   23rd September 1988

Tutor:  Dan Linder

Examinator: Cecilia Lindh

Keywords: Work process, Customer Relations, Gap, Deadweight, Overflow, Advertising agency

Problem: The problem formulation is based on identifying the gap in the work process between advertising agencies and their clients.

Purpose: The purpose of this study is to identify what the gap in the work process between clients and advertising agencies consists of.

Research question: What does the gap in the work process between clients and advertising agencies consists of? When does gaps occur? In what way can the two parts bridge the gap?

Method: The paper applies a qualitative method for understanding what the gap in the work process consists of. The empirical part of the study consists of four personal interviews, with three advertising agencies and one agency-choice counsellor. The interview questions are of a semi-structured interview form, which means that the same questions will be asked but with freedom to ask follow-up questions.

Conclusion: Among the interviewed agencies and the agency-choice counsellor, there was a consensus of what the gap consists of, with the exception of a few different opinions. The appearance showed that the gap mainly consisted of different expectations and visions.

Place, publisher, year, edition, pages
2012. , 33 p.
Keyword [en]
Work process, Customer Relations, Gap, Deadweight, Overflow, Advertising agency
Keyword [sv]
Arbetsprocess, kundrelation, gapet, dödvikt, spill, reklambyrå
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-14835OAI: oai:DiVA.org:mdh-14835DiVA: diva2:536120
Subject / course
Business Administration
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-07-03 Created: 2012-06-21 Last updated: 2012-07-03Bibliographically approved

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