A Balancing Act: A case study exploring value alignment in a TV show with branded content
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
In today’s integrated business environment, a challenge for stakeholders is to align different goals and perceptions of what is of value in interaction with other stakeholders. This study explores collaboration in the television industry, an industry undergoing rapid changes, which has caused advertisers to seek new ways to include marketing messages into the content of TV shows. The practice of incorporating brands into a television production is called branded content, and is subjected to the involved actors’ diverse set of interests. This study highlights a theoretical gap, whereas previous research is criticized for lacking guidance and suggestions for how alignment of different interests and values could be achieved. Value propositions are argued to function as a mechanism for aligning different interests, and this gap is hence addressed by exploring how multiple stakeholders can align their different interests in the process of forming a value proposition. A case study is conducted by interviewing stakeholders in a TV show with branded content and the findings reveal that there is a high level of both collaborative capability and absorptive capability between the stakeholders leading to synergies and reciprocal learning. These are the fundamental components in a proposed model for how value alignment can be achieved.
Place, publisher, year, edition, pages
2013. , 44 p.
Value, Value proposition, value alignment, co-creation, stakeholder, multiple stakeholders, branded content, television industry.
IdentifiersURN: urn:nbn:se:uu:diva-202664OAI: oai:DiVA.org:uu-202664DiVA: diva2:632569
UppsokSocial and Behavioural Science, Law