Tim Hughes Tim.Hughes@uwe.ac.uk
Professor in Applied Marketing
Agencies and clients: Co-creation in a key B2B relationship
Hughes, Tim; Vafeas, Mario
Authors
Mario Vafeas Mario.Vafeas@uwe.ac.uk
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.
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, Newcastle, UK
Presentation Conference Type | Conference Paper (unpublished) |
---|---|
Conference Name | International Colloqium of Relationship Marketing |
Conference Location | Newcastle, UK |
Start Date | Sep 8, 2014 |
End Date | Sep 10, 2014 |
Acceptance Date | May 1, 2014 |
Publication Date | Sep 12, 2014 |
Deposit Date | Jan 19, 2016 |
Publicly Available Date | Feb 11, 2016 |
Journal | Proceedings of the International Colloqium of Relationship Marketing |
Peer Reviewed | Peer Reviewed |
Keywords | co-creation, service-dominant logic, B2B relationships |
Public URL | https://uwe-repository.worktribe.com/output/811950 |
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 |
Files
Newcastle Sept 2014 Final.pdf
(401 Kb)
PDF
Newcastle Sept 2014 Final.docx
(32 Kb)
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