The Branded Content as Business Model:
the case of agência radioweb
Keywords:
Business Model, Marketing, Branded Content, Agência RadiowebAbstract
The financial crisis experienced by the media has led companies in the area to rethink their business models. Thus, it is the objective of this article to understand the business model of the Radioweb Agency, a Brazilian company with more than 15 years of market, that acts in the production of radio content. To conduct the research, the Case Study method (YIN, 2001) and the Business Model Canvas prototype (OSTERWALDER and PIGNEUR, 2010) were used. The results show that Agência Radioweb has a consolidated and profitable business model, with branded content at the heart of its communication strategy and its business.
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