Business Networking Strategies: In a Digital Consultancy

Anders Ringströmm Nielsen

Student thesis: Master thesis

Abstract

In this thesis, an in-depth analysis of the case company, Granyon, will be carried out, based on their networking activities. The goal of the thesis is to answer how business networking strategies can help maximize growth in a digital consultancy. To answer this, the project will, after introducing methodology and the theoretical framework consist of 3 main parts, which will be analyzed: Granyon’s first year of business, their current situation and future strategy. The analysis eventually leads to a recommendation for a future business networking strategy based on the findings. In the first year of business section of the analysis, I will describe the key event which was determining for how Granyon’s first year would turn out. This description includes information about new partnerships, events and the opening of the UK office. Following this section, I will analyze Granyon’s financial situation, by looking at their key financial numbers and ratios compared to two of their closest competitors. To end the first part of the analysis, I do a brand analysis of Granyon’s current brand positioning and brand identity, to have a foundation for beginning to look into Granyon’s future. In the ‘current’ section of the analysis I will look into Granyon’s network structure through their current business relationships individually. Then, the value of these business relationships will be evaluated through their network substance and network function. These will be evaluated in-depth, by looking at the business relationships’ activity links, resources ties and actor bonds. Then Granyon’s current network strategy will be evaluated, focusing on which networking activities they are carrying out at the moment. Lastly in this section, the connections between the different relationships and their function and substance will lead to reasons why Granyon should focus on creating a new business networking strategy. In the future strategy section, I will review Granyon’s current strategy to their future business and networking goals. Then I will discuss which networking strategy would be the better choice, for each of the business goals and networking goals, the discussion will lead up to the final recommendation. In the discussion of which business networking strategy is the most recommendable for Granyon, I will review the three strategies Supply chain management, Customer relationship management and Electronic commerce.

EducationsMSc in International Marketing and Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2017
Number of pages107
SupervisorsSøren Henning Jensen