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

Hughes, Tim; Vafeas, Mario

Authors

Tim Hughes Tim.Hughes@uwe.ac.uk
Professor in Applied Marketing

Mario Vafeas Mario.Vafeas@uwe.ac.uk
Associate Professor in Applied Marketing



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.

Presentation Conference Type Conference Paper (unpublished)
Start Date Sep 8, 2015
Publication Date Sep 9, 2015
Peer Reviewed Peer Reviewed
Institution Citation Hughes, T., & Vafeas, M. (2015, September). Co-creation of impact in marketing management: Agency and client research. Paper presented at BAM 2015
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

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