Facing change in the architectural industry: How to adapt a new market situation and develop a creative business

Sara Sophie Gissel

Student thesis: Master thesis


The architectural industry has been greatly effected by the crisis and the consequences equally so. The individual architectural studio has been struggling in order to survive and layoffs a natural related result. The new market conditions opens up for a relevant investigation of how the industry has been affected and what the results have been. The ambitions of this thesis is to analyse and illustrate the situation and character of the current market and further to investigate how theoretical perspectives within communication and experience economy can provide support and solutions to the challenges. Empirical research found that the general industry could benefit from reflections concerning their own industry role and perhaps enhance itself by optimizing the untapped resources that are already available. Further, the experience economy showed potential for inspiration and implementation into this category of creative-oriented businesses, and could provide an added value to the existing services. The strategic considerations from the experience economy were then connected with the case study of JJW Arkitekter, who also provided the thesis with datalogical findings that exemplified empirical challenges and organisational problems. The theory of communication disciplines, in regards to corporate communication, internal communication, and marketing and communication contributed with a theory frame. This frame could assist in specific isolated empirical matters, but a more radical suggestion for implementation of a department for marketing and communication was also present. Theoretical considerations in regards to strategic use of a marketing plan took the ambitions of even more integration of theoretical disciplines further. Regardless of the degree to which the studio actually would implement the presented suggestions the analysis managed to illustrate possibilities for connecting current business with the theoretical frame. It also brought forward how creativity as a business does not have to be inhibited by systematic processes. It all depends on the management's ambitions and abilities to unify in the establishment of strategic methods.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
Publication date2012
Number of pages105