Outsourcing Online Marketing: Dilemma in Partner Selection at Creating Values Pvt. Ltd.


Anshul Dureja, managing director at Creating Values Pvt. Ltd., had just been informed about the differences between the creative outputs of Social Affairs in its online marketing initiatives and those designs produced by freelancers. Since it had started operations almost two years earlier, Creating Values had partnered with Social Affairs. This company managed its Facebook and LinkedIn posts, in addition to designing other elements of online marketing communications, such as brochures and mailers. Lately, Dureja had found himself unhappy with the designs Social Affairs provided and with the lack of enthusiasm from the company’s representatives. While looking around for alternatives, he and his team had come across several freelancers who were willing to do the work on a job-to-job basis. The creative output of the freelancers was visually appealing and had the potential to attract a larger clientele. However, their services came at a higher price, had low accountability, and uncertain timelines. Evaluating the pros and cons of dealing with Social Affairs and the freelancers, Dureja had to take a final call on how to proceed with the online marketing efforts at Creating Values.

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