Co-creation of impact in marketing management: Agency and client research

Hughes, Tim; Vafeas, Mario

Abstract

The creation of wider social and economic impact from academic research is an important policy issue and a priority for BAM. This paper presents a case study of efforts to create practitioner impact from research into the co-creation of marketing communications between agencies and their clients. Following initial dyadic research of clients and their agencies, workshops with agency and client practitioner delegates were conducted. The paper analyses the co-creation of impact between researchers and practitioners, in the case, utilising a framework derived from Service-Dominant Logic. The analysis focusses on choosing a clear impact audience; recognizing the nature of the operant resources supplied by both academics and practitioners; providing a motivating value proposition; creating a situation where resource integration can take place, resulting in resource modification (learning) and positive value realization.

Citation

Hughes, T., & Vafeas, M. (2015, September). Co-creation of impact in marketing management: Agency and client research. Paper presented at BAM 2015

• Presentation Conference Type: Conference Paper (unpublished)
• Conference Name: BAM 2015
• Start Date: Sep 8, 2015
• End Date: Sep 10, 2015
• Acceptance Date: Jun 10, 2015
• Publication Date: Sep 9, 2015
• Peer Reviewed: Peer Reviewed
• Keywords: co-creation, rigour and relevance, agency and client relationships, impact of research
• Additional Information: Title of Conference or Conference Proceedings : British Academy of Management