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Effet Boomerang: A Brand-Repositioning Dilemma
內容大綱
Over two decades old, Effet Boomerang is an advertising agency based in Quebec, Canada. In recent years, it has found it harder to win client contracts, which has been partially due to changes in the industry. This has left its co-founder and president examining her options for repositioning the agency. This case provides an interesting opportunity to introduce students to internal and external analyses by having them examine how a small firm may leverage its strengths to effectively adapt to a changing industry.
學習目標
After working through the case and assignment questions, students will be able to do the following:<ul><li>Describe the key aspects of and recent changes to the advertising industry.</li><li>Assess and prioritize strategic growth options based on an analysis of the firm’s internal resources.</li><li>Evaluate and recommend a path forward that aligns with the firm’s strengths, the opportunities posed by a changing industry, and the owner’s own perspective on the firm’s future.</li></ul>