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

Hughes, Tim; Vafeas, Mario

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

• Presentation Conference Type: Conference Paper (unpublished)
• Conference Name: International Colloqium of Relationship Marketing
• Start Date: Sep 8, 2014
• End Date: Sep 10, 2014
• Acceptance Date: May 1, 2014
• Publication Date: Sep 12, 2014
• Journal: Proceedings of the International Colloqium of Relationship Marketing
• Peer Reviewed: Peer Reviewed
• 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