Commop reached one strategic client in a very recent past. With limited resources combined with the need for a reduced time-to-market, the company must decide on the best path of actions and strategy to address the new challenge in order to respond positively to it. This case study presents an innovative solution sold to advertisers in order to help them dealing more efficiently with customized communication. For complete understanding of the innovation behind Commop’s product, the author describes the traditional methods used to create customized communication, the characteristics and advantages of the new solution and its most recent evolution. The case brings to discussion the most recent challenge faced by Commop, and goes over its history, covers in detail its most relevant shifts regarding distribution channels, provides an overview analysis of the media sector as well as the input to understand Commop’s clients, the advertisers, regarding their needs, more specifically in the point of sale communication. Research confirmed the possibility to adopt a strategic partnership as a solution for the present situation, however the suggested solution presented in the teaching note is not the only possibility for the company.
Date of Award | 25 Oct 2016 |
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Original language | English |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | João Paulo Simão Pires (Supervisor) |
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- Start-up
- Customised communication
- Strategic partnerships
- Point-of-sale communication
- Mestrado em Gestão: Programa Internacional
Commop : creating a communication management framework
Burguete, M. R. P. C. (Student). 25 Oct 2016
Student thesis: Master's Thesis