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Resource integration for co-creation between marketing agencies and clients

Hughes, Tim; Vafeas, Mario; Hilton, Toni

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Tim Hughes
Professor in Applied Marketing

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Mario Vafeas
Professor in Applied Marketing

Toni Hilton


© 2018, Emerald Publishing Limited. Purpose: Resource integration is a central idea within service-dominant logic (S-D logic), but there has been little scholarly research on this aspect of theory. This paper aims to explore resource integration between marketing agencies and their clients. Design/methodology/approach: In total, nine case studies have been developed using a dyadic approach of interviewing clients and members of their agency teams. This is followed-up with presentations and workshops with over 200 practitioners who validated the findings and added new perspectives. Findings: The key operant resources in the client/agency context have been identified. The ways the operant resources of the actors developed during the course of resource integration, building potential resources for future co-creation are shown. The differing perspectives of the actors to each other’s contribution are highlighted. Research limitations/implications: This study suggests that resource enhancement and development, as a result of integration, is important. For agency/client research, resource integration and development brings new perspectives complementing existing relationship approaches to research. The findings have implications for relationship marketing theory across business-to-business (B2B) contexts. Practical implications: The findings suggest a resource integration approach that could be jointly addressed between agency and client in improving the way they work together. The discourse of co-creation suggests a way for them to talk about how to work together effectively. Suggestions are made for teaching. Originality/value: This study develops the S-D logic theory through exploring resource enhancement and development in a B2B co-creation context. The dyadic nature of the research is novel in studying how marketing agencies and clients work together and new perspectives emerge from the approach.


Hughes, T., Vafeas, M., & Hilton, T. (2018). Resource integration for co-creation between marketing agencies and clients. European Journal of Marketing, 52(5-6), 1329-1354.

Journal Article Type Article
Acceptance Date Feb 19, 2018
Online Publication Date Mar 28, 2018
Publication Date May 14, 2018
Deposit Date Feb 19, 2018
Publicly Available Date Apr 29, 2018
Journal European Journal of Marketing
Print ISSN 0309-0566
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 52
Issue 5-6
Pages 1329-1354
Keywords service-dominant logic, resource integration, operant resources, agencies and clients
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