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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2020.2
- 수록면
- 17 - 35 (19page)
- DOI
- 10.15187/adr.2020.02.33.1.17
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초록· 키워드
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Background : The increased insourcing of digital capabilities and the impacts of human-centered design thinking on driving innovation have caused considerable changes in the digital marketing landscape. Therefore, this paper aims to explore the dynamics between the digital design agencies and the clients for website innovation by analyzing both the client- and agency-side workflows and interactions in the Double Diamond website development process.
Methods : Based on the literature reviews of the agency-client relationships and design thinking approaches, case studies of two award-winning South Korean websites were conducted with an emphasis on context-aware insights from the website project journeys of real companies. The research data was collected by using both published and unpublished information and indepth interviews with key practitioners from the client companies and agencies. Then, the collected data was organized, interpreted, synthesized, and generalized through within-case and cross-case analytic processes.
Results : By scrutinizing client- and agency-side key tasks and roles for the website renewal projects, their workflows and interactions were identified across all phases of the expanded Double Diamond website development process (i.e., advanced research, web planning, web design and development, and test and maintenance), particularly in terms of typical themes of design thinking practices. In addition, several hands-on guidelines for successfully managing hybrid project teams were also suggested for best digital marketing practices and project optimization: planning performance-based strategic resource allocation, facilitating effective communication both internally and externally, and building trusted long-term agency-client partnerships.
Conclusions : These findings will help digital immigrant companies develop and manage innovative websites through successful hybrid outsourcing while keeping a long-term partnership with digital design agencies. This will also contribute to expanding the theoretical foundation and knowledge of agency-client dynamics and the design-thinking-driven website development processes by considering the real, complex context of the current digital marketing landscape.
Methods : Based on the literature reviews of the agency-client relationships and design thinking approaches, case studies of two award-winning South Korean websites were conducted with an emphasis on context-aware insights from the website project journeys of real companies. The research data was collected by using both published and unpublished information and indepth interviews with key practitioners from the client companies and agencies. Then, the collected data was organized, interpreted, synthesized, and generalized through within-case and cross-case analytic processes.
Results : By scrutinizing client- and agency-side key tasks and roles for the website renewal projects, their workflows and interactions were identified across all phases of the expanded Double Diamond website development process (i.e., advanced research, web planning, web design and development, and test and maintenance), particularly in terms of typical themes of design thinking practices. In addition, several hands-on guidelines for successfully managing hybrid project teams were also suggested for best digital marketing practices and project optimization: planning performance-based strategic resource allocation, facilitating effective communication both internally and externally, and building trusted long-term agency-client partnerships.
Conclusions : These findings will help digital immigrant companies develop and manage innovative websites through successful hybrid outsourcing while keeping a long-term partnership with digital design agencies. This will also contribute to expanding the theoretical foundation and knowledge of agency-client dynamics and the design-thinking-driven website development processes by considering the real, complex context of the current digital marketing landscape.
목차
Abstract
1. Introduction
2. Literature Review
3. Methodology
4. Results
5. Discussion
6. Conclusion
References
참고문헌 (59)
참고문헌 신청
Anderson, B. / Nurturing the next generation of B2B marketers with hands-on learning
Ball, J / The Double Diamond: A universally accepted depiction of the design process
Best, K. / 2006 / Design management: managing design strategy, process and implementation / AVA Publishing
Michael Beverland / 2007 / Exploring the Dimensions of Proactivity Within Advertising Agency—Client Relationships / Journal of Advertising 36(4):49~60
Brevity / The agency and in-house hybrid
Ball, J / The Double Diamond: A universally accepted depiction of the design process
Best, K. / 2006 / Design management: managing design strategy, process and implementation / AVA Publishing
Michael Beverland / 2007 / Exploring the Dimensions of Proactivity Within Advertising Agency—Client Relationships / Journal of Advertising 36(4):49~60
Brevity / The agency and in-house hybrid
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