University of Twente Student Theses
Strategy unfolding within marketing agencies : Navigating the digital realm
Hulleman, Yidne (2024) Strategy unfolding within marketing agencies : Navigating the digital realm.
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| Abstract: | This research explores the strategic processes within digital marketing agencies. The study addresses the gap in understanding the balance between deliberate and emergent strategies. Through a detailed examination of the steps and mechanisms involved in strategy formulation and implementation, this research aims to determine the extent to which strategies are pre-planned versus improvised. Key findings reveal that digital marketing agencies often employ a hybrid approach, blending deliberate strategic elements with emergent ones. This combination allows the agencies to remain flexible and responsive to technological advancements and shifting consumer behaviors, thereby minimizing an phenomenon known as strategic drift. The study identifies specific strategic practices that contribute to this adaptability, including the use of feedback and monitoring frameworks. In conclusion, the research underscores the necessity for digital marketing agencies to integrate both deliberate and emergent strategies to sustain a competitive advantage and navigate the complexities of the digital realm effectively. This balanced approach not only enhances strategic alignment with the market but also fosters a culture of continuous learning and adaptability. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Social Sciences and Humanties Education MSc (68532) |
| Link to this item: | https://purl.utwente.nl/essays/100280 |
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