Digital Thinking: How can digital agencies in Denmark gain a sustainable competitive advantage within their increasingly competitive industry?

Trine Juel Kristensen & Camilla Reinholdt

Student thesis: Master thesis


This thesis investigates the digital marketing industry in Denmark and how digital agencies can gain sustainable competitive advantages when faced with increasing competition. The research is based on findings from interviews with the Association of Danish Digital Agencies, four digital agencies, an agency mapping, and an online survey with employees in the digital marketing industry. The thesis identifies a number of challenges that the digital agencies are facing in their unstable environment and increasingly competitive industry, the most current and prominent of which is a project process challenge. This challenge has emerged as a result of the increasing demands from clients with requests for requirement changes, quality, and speed throughout the project process. The digital agencies have sought to meet client demands by implementing elements from agile development processes into their linear project processes but are struggling to define and implement fixed project processes that could potentially differentiate them from competitors. The key challenge is addressed by the suggestion of a new framework termed digital thinking, which combines the knowledge funnel from the field of design thinking with contextual factors affecting change and the alignment of seven organizational elements from McKinsey’s 7S framework. It is suggested that the digital agencies develop and implement fixed project processes for each of their key service areas, which will make their project processes more efficient. It is concluded that the digital thinking framework can lead to the attainment of sustainable competitive advantages for digital agencies in the form of fixed project processes if they identify and implement certain organizational changes that will facilitate the digital thinking mindset.

EducationsMSocSc in Management of Creative Business Processes , (Graduate Programme) Final Thesis
Publication date2014
Number of pages131