Skip to main content

Research Repository

Advanced Search

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

Hughes, Tim; Vafeas, Mario

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


Tim Hughes
Professor in Applied Marketing

Profile Image

Mario Vafeas
Professor in Applied Marketing


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.


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

Presentation Conference Type Conference Paper (unpublished)
Conference Name BAM 2015
Conference Location Portsmouth University, UK
Start Date Sep 8, 2015
End Date Sep 10, 2015
Acceptance Date Jun 10, 2015
Publication Date Sep 9, 2015
Deposit Date Jan 20, 2016
Publicly Available Date May 19, 2016
Peer Reviewed Peer Reviewed
Keywords co-creation, rigour and relevance, agency and client relationships, impact of research
Public URL
Additional Information Title of Conference or Conference Proceedings : British Academy of Management


You might also like

Downloadable Citations