Study of the development of the new digital products within the advertising industry; Case of: Cheetah Digital
Author
Tyliszczak, Dominika
Term
4. term
Publication year
2019
Submitted on
2019-06-06
Pages
100
Abstract
This thesis examines how the process of developing new digital products is structured in the advertising industry through a single-case study of Cheetah Digital. It addresses how digital new product development unfolds in this context and explores differences from non-digital products, associated challenges and opportunities, and expected outcomes. Methodologically, the study combines a literature-based conceptualization of key terms with qualitative case research in the company, including interviews. Findings indicate a process that is both multi-stage and highly flexible: stages such as creating a product roadmap, idea development, product development, and post-launch evaluation are present, yet they can be amended, skipped, or added. Limitations include time constraints, reliance on one case, and some incoherence in the interview process, which together limit generalizability. The thesis offers a practice-oriented perspective that can inform firms developing digital products in the advertising sector, including the focal company.
Dette speciale undersøger, hvordan processen for udvikling af nye digitale produkter er struktureret i reklamebranchen, med udgangspunkt i et enkelt casestudie af Cheetah Digital. Arbejdet adresserer forskningsspørgsmålet om, hvordan digital nyproduktudvikling forløber i denne kontekst, og belyser forskelle til ikke-digitale produkter samt forbundne udfordringer, muligheder og forventede resultater. Metodisk kombineres en litteraturbaseret begrebsafklaring med kvalitativt casearbejde i virksomheden, herunder interviews. Fundene peger på, at udviklingsforløbet er komplekst og samtidig meget fleksibelt: Processen omfatter flere faser, som kan tilpasses, springes over eller tilføjes, blandt andet udarbejdelse af produktroadmap, idéudvikling, produktudvikling og evaluering efter lancering. Studiet er begrænset af tidsrammer, et enkelt casestudie og visse uensartetheder i interviewforløbet, hvilket reducerer generaliserbarheden. Specialet bidrager med et praksisnært perspektiv, der kan inspirere virksomheder i reklamebranchen, særligt dem der udvikler digitale produkter, herunder den undersøgte virksomhed.
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