Outsourcing av digitala marknadsföringsaktiviteter : En lämplig strategi för ett globalt tjänsteföretag?

Sammanfattning: Globalization has created more choices for companies in recent decades. It is not uncommon for companies to increasingly choose to help external companies become more competitive and efficient. Outsourcing is a strategy where a company can outsource parts of its business to focus on the core competencies the company has. Lower costs and access to a more specialized workforce are examples of drivers for why companies choose this strategy. For example, the strategy can involve communicative, cultural and strategic challenges that can lead to financial and resource loss for companies. The study has been limited to investigating the outsourcing process of digital marketing activities and not other activities that a company may outsource. In this study, challenges and opportunities as well as how a company can ensure the quality of outsourcing of digital marketing activities has been investigated. To study these questions, the study has used a qualitative case study. Interviews have been conducted with a company that has chosen to outsource parts of its digital marketing activities, as well as to the company that produces and supplies outsourced digital marketing activities. The result shows similar opportunities and challenges identified in the theoretical frame of reference. The study identified cultural and communication challenges as the prime ones, but that they are affordable and can be solved through a well-functioning cooperation between the companies. The study recommends that companies put out their digital marketing activities if the possibilities overlook the challenges. The study also highlights the importance of carefully examining different strategies. If the election is to be issued, the company should carefully evaluate the outsourcing agent before initiating collaborations to avoid pitfalls and unexpected costs. Furthermore, it is considered important for companies to maintain open and transparent dialogue between each other in order for the cooperation to be as effective and successful as possible. It is also important to design the contract so that the parties know what is expected of each other.