Titre : |
Business model to compete in a digital transformation in Vietnam advertising industry : A case of Masso Group Vietnam |
Type de document : |
Mémoire |
Auteurs : |
Thi Thao Phuong NGUYEN, Auteur |
Année de publication : |
2019 |
Importance : |
27 p. |
Note générale : |
Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. |
Langues : |
Anglais (eng) |
Mots-clés : |
Management PUBLICITE ; VIET NAM ; WEBMARKETING
|
Résumé : |
The emerging of "digital era", and the fact that Vietnamese consumers are also digital-driven will be mention in detail in this paper. As a result of the market study, advertising firms have seized the opportunity to integrate into the digital space. The later analysis focuses on understanding how advertising agency operating in this industry can transform their business model to remain competencies and profitability, also observing how investigates the new value creation logic system. The RCOV framework is used to exploit Masso Group case study in Vietnam advertising market to value a theoretical relationship between resources and competencies, organization, and value in dynamic diversify environment. Then figure out the strategic design in detail and what is their business model for a transform success. Finally, using the case study of Masso Group is as an example of how other traditional advertising agencies shift their business model to compete today. |
Note de contenu : |
PGE: Bibliogr. P. 25-27 |
Programme : |
PGE-Rouen |
Spécialisation : |
Cultural and Creative Industries |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=496394 |