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Agencies and clients: Co-creation in a key B2B relationship

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

This is an empirical study of co-creation in the context of the relationship between clients and their advertising agencies. This is the first study to conduct dyadic interviews with a number of clients and their agencies in examining the co-creation process. The study highlights the operant resources supplied by the actors involved, outlines the process of resource integration, identifies enablers to co-creation and offers a perspective on reciprocity of value exchange between actors. Implications for practice are put forward, demonstrating the benefits of applying Service-Dominant Logic as a framework for practical analysis of relationships in context.

Presentation Conference Type Conference Paper (unpublished)
Start Date Sep 8, 2014
Publication Date Sep 12, 2014
Journal Proceedings of the International Colloqium of Relationship Marketing
Peer Reviewed Peer Reviewed
APA6 Citation Hughes, T., & Vafeas, M. (2014, September). Agencies and clients: Co-creation in a key B2B relationship. Paper presented at International Colloqium of Relationship Marketing
Keywords co-creation, service-dominant logic, B2B relationships
Publisher URL http://conferences.ncl.ac.uk/icrm2014/programme/
Additional Information Title of Conference or Conference Proceedings : Proceedings of the International Colloqium of Relationship Marketing 2014

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