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.
Hughes, T., & Vafeas, M. (2014, September). Agencies and clients: Co-creation in a key B2B relationship. Paper presented at International Colloqium of Relationship Marketing