Insource and outsource of a creative division

• Autor(a) principal: Alvito, Nuno Miguel Oliveira Soromenho de
• Data de Publicação: 2015
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/18240
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This case aims to analyse all the steps and issues towards the decision making process of insourcing and outsourcing strategy solutions with creative purposes for Renascença comunicação multimédia. The Marketing Division of the radio group decided to challenge its creativity in order to keep up to the radio daily challenges and stand above the media competitors that use the same and different communication channels. As a learning process, r/com faced the most variable challenges on its background and understood that in order to be successful, it is extremely important that all the radio brands of r/com maximize the usage of its people’s talent as well as the available resources, internally or externally. This case is pioneer concerning insourcing and outsourcing strategies of advertising creative talent on a media service company.