Maintaining Motivation: An Analytical Research of the Start-up and Their Investor Egmont Publishing

Katrine Hvoslef Wulff

Student thesis: Master thesis


Maintaining Motivation - An analytical research of the start-up and their investor Egmont Publishing The thesis has its off-set in the expectation of small creative companies in correlation with a big establish company, being completely dominated and dictated by the large corporate company. The thesis is concerned with the relation between creative freedom, motivation and independency in an investor constellation. During the 1990’s a development of companies who merged began, and created a new generation of global multimedia mega corporations. But what influence does it have on the small creative companies becoming a part of these conglomerations. A case study of the small creative start-up company, is presented to answer the question; How does maintain the passion and motivation that relates to being a start-up while having the conglomerate Egmont as investor? With the purpose providing with a clarification of their collaboration, and what aspects to be aware of in their future development. The approach is structured to cover three different aspects relevant in the discussion of’s motivation. First a clarification to understand how perceive their freedom. Secondly to identify the collaboration with Egmont Publishing and what constitutes their motivation. Finally the thesis aims at determining the value of independency for All in relation to if it increases or decreases’s motivation. As a response to the first question the thesis present that perceive their freedom as highly valuable and appreciate the creative freedom they are given by Egmont. Opposite their economic freedom is limited, which has pushed them in direction of commodification. Though it has just resulted in making room for’s ‘labour of love’ and avoiding a sell-out. The result of the second objective shows that motivation is everything for, and they are highly intrinsic motivated, in a sense where their few subjects of extrinsic motivation in fact can be argued being intrinsic as well. The final objective of analysis is based on a perspective stating that creative company lose their independency. This discussion became secondary to the fact that doesn’t aim at independency as a result in itself. For them it is most important to ensure their creative freedom, a position on the market and the creation of a novel product with the consumer in focus. The thesis primary data is interviews, executed as qualitative semi-structured expert interviews due to its substance to the analysis and leveraging the quality of the main results. The interviews provide a more subjective and internal dimension of the issue from’s and Egmont’s own point of view. The conclusion of the thesis is that have a clear motivation being passionate entrepreneurs. Hereto they have managed, to not only maintain their motivation while engaging in a collaboration with Egmont but to increase their motivation. Despite theories arguing when getting an investor there is an inherent risk of them sucking out the passion of the company, by strictly focussing on profits and numbers. Instead Egmont have ensured to position themselves with an appropriate distance, which ensures a supportive supervision without close monitoring and control, giving freedom to enhance their creativity. The epoch-making difference in the constellation is the fact that Egmont are made co-owner, and is therefore not put directly up against as the autonomous entrepreneurial start up versus the big corporate behemoth. Instead they have formed a conglomeration, which include collaboration and a development of synergies, where they create results where two separates is producing better together.

EducationsMSocSc in Management of Creative Business Processes , (Graduate Programme) Final Thesis
Publication date2016
Number of pages157