商品敘述：

This case discusses the evolution of Big Spaceship, an advertising and marketing agency, from a product-focused business to a relationship-oriented one as clients seek deeper and more meaningful long-term partnerships. The 15-year-old company had already evolved multiple times over its history as new technological platforms and services emerged to change the way people communicated and received information, and as the broader advertising industry changed. New and more aggressive competitors were emerging, and the industry was quickly consolidating. Big Spaceship had adjusted its strategy, organizational structure, and human capital accordingly. The company''s founder and CEO, Michael Lebowitz, now wondered what he needed to do to keep his company competitive in the years to come. Had he found the right way to organize his people and structure the organization following the transition from project-based to relationship-based work, or were further changes necessary? How could he keep people engaged as the nature of the work evolved in some instances to become more predictable? What new systems and processes were needed to ensure a steady output of high quality work? Lebowitz was proud that the organization had retained a distinctly different feel from, and approach to work than, traditional advertising agencies, and Lebowitz and his colleagues wanted to maintain these intangible elements as the company evolved. But was this incompatible with his business goals? This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack (available to registered educators only). Instructors should consider the timing of making the video available to students, as it may reveal key case details.

涵蓋領域：

Advertising campaigns;Digital marketing;Organizational change;Organizational culture;Organizational structure and design;Social media;Social media communication

相關資料：

Video Short, (7578), 0p, by Boris Groysberg, Matthew Preble

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