Big ship, a digital marketing agency, faced with quite a challenge: how to scale the original culture, which was necessary for its competitive strategy? Known for advanced Web sites that it is designed to market the major Hollywood film and leading consumer brands, the company has won many awards and has received considerable attention in the advertising industry. In mid-2008, Big Spaceship remained small (it was less than 50 employees), but was on the verge of significant growth. For the founder and CEO Michael Lebowitz, the central task was to find out whether and how the agency can keep its boutique culture, exceeding its boutique size. The case starts with a brief background of Lebowitz, along with the history of the Big spacecraft since its founding in 2000. Then it goes on to discuss the external speaker: the value of the firm proposals, which are aimed at providing start-to-finish, the strategy of managed digital marketing solutions, and its interaction with customers, and his relationship with the established players in the advertising industry. Further, the case is the internal dynamics of the firm. Here, in addition to describing the culture of a large space ship, it pays special attention to the recent transition of the company from a functional structure to a team-based structure. Finally, the case provides an overview of the key issues that Lebowitz and his team need to consider as they plan for the growth of the company - how to raise capital, how to estimate the optimal size for the company, how to manage the expansion of staff. The main event of the event is to include more than a dozen graphically compelling artifacts that will help illustrate the value of a firm offer, its innovation-oriented culture, and the evolution of the organizational structure. "Hide
by Boris Groysberg, Michael Slind Source: Harvard Business School 38 pages. Publication Date: 02 February 2009. Prod. #: 409047-PDF-ENG
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