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Development of the Strategic Potential of the Creative Agency Ёtime

Student: Daria Guivan

Supervisor: Lyubov Danilova

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Year of Graduation: 2021

The strategic potential of the company plays a major role in the framework of strategic management, as it directly affects the functioning of the company, the development and implementation of the strategy and competitiveness. In the event field under consideration, the assessment of strategic potential is now more relevant than ever, because, firstly, event agencies are ordinary business with their own business processes. And secondly, now the event-sphere is going through difficult times related to the coronavirus infection and the ban on holding all mass events. This study examines and analyzes the strategic potential of the creative agency ETIME. To assess the strategic potential (SP), a resource model was chosen, according to which, briefly, a SP is a set of resources that a company has. Internal resources and external macro-environment factors that have or may have an impact on the company's activities are highlighted. The study included expert interviews (N=5) and in-depth interviews with ETIME employees (N=4). The analysis of the interview served as an assessment of the importance of resources, and further assessment of the strategic potential of the creative agency ETIME. The main result of the research is the development of recommendations for the development of the strategic potential of the creative agency ETIME.

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