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- W608755151 abstract "Sarmad Saleem Gul Thesis Abstract Branding Via Co-Creating & Innovating: Feasible or a Myth in the Making?ABSTRACTGround-breaking transitions have sparked variations, diversification, new ideas, the naissance of new platforms and prospective possibilities. So has been the case with the media industry. The latest fashion in the media industry is called social media. Despite its short life cycle, the cadence in which it has attained high esteem is no short of a continuous and worthy tribute. It has amassed an abundant base of faithful and loyal followers or consumers, as regarded by media companies. Additionally, it has broadened possibilities for media companies within the realms of marketing, branding or building relationships with consumers. Nonetheless, companies face predicaments in the form of engaging and providing a strong value proposition to their mainstream consumers. In light of this scenario, what should media companies do to engage and develop a greater presence amongst consumers? Moreover, how can media companies use social media and/or innovation to provide greater value to consumers and how it will affect their respective business models?This research aims to respond to this dilemma by conducting qualitative interviews with executives from academia & the media industry in Stockholm, Sweden. Additionally, it analyzes several practical cases already implemented by media companies. Results from these findings indicate that it is advantageous to incorporate consumers in the production of offerings so as to understand and satisfy their needs better. It was also found that the incorporation of consumers in the offer development process can lead to innovation and possibly, exercise blue ocean strategies. The results also unearthed shortcomings media companies enclose in their strategic planning process and provide measures to address them in order to provide greater value to consumers. With regards to consumers, conclusions show how their contributions in the offer development process can be beneficial in addition to how it can create significant value.As a contribution, the thesis suggests a framework in which content providers and consumers can exert collective participatory actions to address the dilemmas outlined earlier. The thesis rounds off by discussing possible implications and some suggestions for future work." @default.
- W608755151 created "2016-06-24" @default.
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- W608755151 date "2011-01-01" @default.
- W608755151 modified "2023-09-27" @default.
- W608755151 title "Abstract Branding Via Co-Creating & Innovating: Feasible or a Myth in the Making?" @default.
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