Relatinoship Building and Management - Aligning the Advertising Agency-Client Relationship

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Title: Relationship building and management ?? Aligning the Advertising Agency-Client Relationship Seminar date: 2006-01-13 Course: Bachelor thesis in Business Administration 10 Swedish credits. Authors: Ryan Eriksson, Louise Hagströmer, Peter Irinarchos. Advisors: Christer Kedström, Catharina Norén. Keywords: Relationship building and management, Transaction cost, Network theory, Resource based theory and Advertising agency. Purpose: In this research, we focus our attention concerning the degree of relationship between an advertising-agency and its client employing Kurzrock??s level of alignment. The Relationship Arena (RA) model has been designed to cater such agency-client relationship dynamism. Methodology: In the design of the RA model, we mainly use a deductive approach. To corroborate the applicability of the RA model, we furnish this research with a multiple-case study involving a number of agencies and advertisers in Sweden. Theoretical perspective: A specific relationship is dynamic due to the factors of transaction costs, network links, values and complexity, and importance of resources that moulds and affects a relationship. Empirical foundation: We have decided to do a multiple-case study research, studying four advertising agencies (Eminent (Lund), Metod (Kristianstad), Navigator (Malmö)) and The Concept Factory (Malmö) and 10 different assigners. Conclusion: Whether it is a short fling or a developing partnership wit...