Maximize - contextualize - commercialize

Frederik Johan Dessau & Juan Sebastian Fernandez

Student thesis: Master thesis


The Danish Cancer Society is currently selling their brand’s strength and positive associations to their partnering organizations. This is done, in a rather rigid system which limits both the partnering organization and the bottom line results. This has led to a result of 4% of the total turnover coming from business-to-business partnerships; a stable percentile. This thesis finds that due to the current financial crisis, combined with the environmental crisis, the time is right for the Danish Cancer Society to increase their focus on business-to-business partnerships, in order prevent an expected decrease in turnover from the consumer market to be fatal for the organization’s bottom line. Through a societal analysis, combining micro and macro factors, this thesis finds that the consumers and their context have certain characteristics which are favorable for an organization like the Danish Cancer Society. In addition, we found that the organization have a great foundation for utilizing these characteristics in terms of political influence, media penetration, etc. We suggest two new products for the Danish Cancer Society. They are both based on the societal analysis, and cater to the somatic situid, which is the construct of the individual offered in this thesis. The first product is based on a close collaboration between the Danish Cancer Society and the business-to-business partner organization. It is based on congruence between the two organization’s values and goals, and even product characteristics and benefits. Thus, as the partnership should generate maximum profits for both parties, certain features must be in place. For instance, it is important that the partnering organization is involved in selling products which lower the (perceived) risk of getting cancer, through use of the product. The framework offered by this thesis, creates an opportunity for the Danish Cancer Society to reach both new and existing supporters with their messages. Thus, the products with risk minimizing benefits pose as a communications channel for the organization. Also, partnering organizations make up brand touch points for the Danish Cancer Society creating a less intangible brand. 3 In short, we have found that the Danish Cancer Society should change the idea of what their business-to-business product really consist of. Instead of looking at it as indulgence, they should rather look at it as risk maximization. This will in turn support the risk minimizing products well in a partnership. Also we use the framework in a process with lower involvement, between the two organizations. Thus, a set-up in which the employees are involved and the Danish Cancer Society brand is only used internally, make up a lower risk partnership, with great employer value potential. Competition is all of the sudden, not only other NPOs, but rather risk increasing elements of everyday life such as the economic crisis, the environmental crisis etc. Our framework goes by the name of Maximize - Contextualize - Commercialize. In short this involves three steps. By maximizing risk output - contextualizing the risk, by making it as relevant as possible for contemporary society - and commercializing this, by partnering with relevant (risk minimizing) organizations, the Danish Cancer Society will be able to capitalize on a market with great potential. In addition, they have a unique selling point, creating a competitive advantage for any partnering organization. However, greater involvement from both parties is necessary for long term success. This thesis offers a framework to be used to define who should be doing what in the business-to-business partnership.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
Publication date2009
Number of pages151