The Strategic importance of internal resources and business model transformation for sustainable growth: a case of a global entertainment enterprise

Abstract

: This master thesis examines how a 200-year-old brand like Madame Tussauds can grow by integrating digital technologies and enhancing educational offerings without losing its foundational appeal. It includes a case study on Madame Tussauds New York’s strategic shifts to create a sustainable brand for the 2020s due to emerging trends and changing costumer preferences. Two teaching notes complement the case study: one from a business model/resource-based perspective and another from a marketing/brand perspective. Additionally, a company report analyzes current challenges and provides strategic recommendations for sustaining growth and brand relevance by enhancing customer satisfaction and brand loyalty.