Copenhagen Charity Week

Laura Ruth Petersen

Student thesis: Master thesis


In this thesis, an innovative concept that provides a platform for non-profit organizations and the fashion industry to co-create value through a range of charity activities is investigated, including the potential market for the platform and a proposal for the specific nature of the concept, entitled Copenhagen Charity Week (CCW). First, the thesis underlines its theoretical foundation, rooted in multiple theories regarding change management and service design. This framework thus provides the off-set for a methodological approach which includes interviews with relevant actors within non-profit organizations and the fashion industry and observation. Through these interviews and observations, the thesis shows a clear potential for the concept, which is confirmed by virtually all the stakeholders involved in my analysis. The findings here provide the grounds for the thesis’ further investigation of how to establish CCW as both a platform and brand. Finally, therefore, a business model canvas for the concept is proposed, including value propositions, along with a customer journey describing the three phases in the customer’s journey through CCW seen from the view of a non-profit organization. After this, a mock-up of the visual outlook of CCW is offered based on appropriate theory. Finally, an operating budget is presented along with the reasoning behind the numbers. It is concluded that there is more than enough evidence to suggest that the idea of the concept CCW can be established as an actual start-up. Finally, the future perspective, which includes an internationalization of the concept within three years, is described.

EducationsMSocSc in Service Management, (Graduate Programme) Final Thesis
Publication date2018
Number of pages90
SupervisorsKim Normann Andersen