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Client-agency briefing: Using paradox theory to overcome challenges associated with client resource deployment (2020)
Journal Article
Vafeas, M. (in press). Client-agency briefing: Using paradox theory to overcome challenges associated with client resource deployment. Journal of Advertising,

Agencies depend on client resources to fulfil their value proposition. An inadequate quantity or quality of client resources can negatively influence agency output. Advertising literature reports that agencies are frequently frustrated with deficienc... Read More about Client-agency briefing: Using paradox theory to overcome challenges associated with client resource deployment.

Resource integration: Adopting a paradox perspective to inform the management of tensions in customer resource allocation (2020)
Journal Article
Vafeas, M., & Hughes, T. (2020). Resource integration: Adopting a paradox perspective to inform the management of tensions in customer resource allocation. Industrial Marketing Management, 91, 596-609. https://doi.org/10.1016/j.indmarman.2020.03.014

Service-dominant logic maintains that value is created collaboratively through a process of resource integration. Knowledge-intensive business services, the context for this study, are heavily dependent on customer resources for the fulfilment of the... Read More about Resource integration: Adopting a paradox perspective to inform the management of tensions in customer resource allocation.

Marketing Agency/Client Service-For-Service Provision in an Age of Digital Transformation (2019)
Journal Article
Hughes, T., & Vafeas, M. (2019). Marketing Agency/Client Service-For-Service Provision in an Age of Digital Transformation. Journal of Business to Business Marketing, https://doi.org/10.1080/1051712X.2019.1611080

© 2019, © 2019 Taylor & Francis Group, LLC. Purpose: To explore changes in agency/client value co-creation, at a time when digital transformation is having a major impact on the marketing communications process. The theoretical framework of the res... Read More about Marketing Agency/Client Service-For-Service Provision in an Age of Digital Transformation.

Drivers of client loyalty in the context of market and technological transformation (2018)
Conference Proceeding
Vafeas, M., Hughes, T., & Little, E. (2018). Drivers of client loyalty in the context of market and technological transformation

This study investigates the drivers of loyalty in the context of market and technological transformation. The focus is the client–marketing agency relationship. In an era of greater competitive intensity, greater pressure to demonstrate a return on i... Read More about Drivers of client loyalty in the context of market and technological transformation.

Resource integration for co-creation between marketing agencies and clients (2018)
Journal Article
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. https://doi.org/10.1108/EJM-10-2015-0725

© 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 betw... Read More about Resource integration for co-creation between marketing agencies and clients.

Service-dominant logic as a framework for exploring research utilization (2018)
Journal Article
Hughes, T., & Vafeas, M. (2018). Service-dominant logic as a framework for exploring research utilization. Marketing Theory, 18(4), 451-472. https://doi.org/10.1177/1470593118764019

© The Author(s) 2018. This article links service-dominant (S-D) logic to the call for better theoretical frameworks to understand research utilization in business and management. It contributes to explaining what happens in cocreating knowledge betwe... Read More about Service-dominant logic as a framework for exploring research utilization.

Antecedents to value diminution: A dyadic perspective (2016)
Journal Article
Vafeas, M., Hughes, T., & Hilton, T. (2016). Antecedents to value diminution: A dyadic perspective. Marketing Theory, 16(4), 469-491. https://doi.org/10.1177/1470593116652005

© 2016, © The Author(s) 2016. The purpose of this article is to identify the antecedents of diminished value in business-to-business exchange. There is only a limited amount of research on value destruction in the context of service-dominant (S-D) lo... Read More about Antecedents to value diminution: A dyadic perspective.

An examination of the dimensions and antecedents of institutionalized creativity (2016)
Journal Article
Vafeas, M., & Hughes, T. (2016). An examination of the dimensions and antecedents of institutionalized creativity. Industrial Marketing Management, 55, 59-69. https://doi.org/10.1016/j.indmarman.2016.02.013

© 2016 Elsevier Inc. While the benefits of buyer-seller relationships have been discussed at length, 'dark side' constructs that can beset longer-term relationships have received less attention. One such construct, which has been identified in the co... Read More about An examination of the dimensions and antecedents of institutionalized creativity.

Co-creation of impact in marketing management: Agency and client research (2015)
Presentation / Conference
Hughes, T., & Vafeas, M. (2015, September). Co-creation of impact in marketing management: Agency and client research. Paper presented at BAM 2015

The creation of wider social and economic impact from academic research is an important policy issue and a priority for BAM. This paper presents a case study of efforts to create practitioner impact from research into the co-creation of marketing co... Read More about Co-creation of impact in marketing management: Agency and client research.

Account manager turnover and the influence of context: An exploratory study (2015)
Journal Article
Vafeas, M. (2015). Account manager turnover and the influence of context: An exploratory study. Journal of Business and Industrial Marketing, 30(1), 72-82. https://doi.org/10.1108/JBIM-04-2012-0064

The purpose of this study is to investigate the contextual factors that influence the impact of account manager turnover on the client–agency relationship, an under-researched area of relationship management literature. A case study approach and one-... Read More about Account manager turnover and the influence of context: An exploratory study.

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

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... Read More about Agencies and clients: Co-creation in a key B2B relationship.

Agencies and Clients – a very special relationship 1 (2014)
Presentation / Conference
Hughes, T., & Vafeas, M. (2014, July). Agencies and Clients – a very special relationship 1

Findings from Hughes and Vafeas first stage of research on marketing agencies and clients.

Attitudes Toward, and Use of, Textbooks Among Marketing Undergraduates: An Exploratory Study (2013)
Journal Article
Vafeas, M. (2013). Attitudes Toward, and Use of, Textbooks Among Marketing Undergraduates: An Exploratory Study. Journal of Marketing Education, 35(3), 245-258. https://doi.org/10.1177/0273475313482927

While textbooks remain a key part of the teaching and learning process, evidence suggests that student completion of reading assignments is lower than teacher expectations. Although there is a small body of literature examining textbook use, studies... Read More about Attitudes Toward, and Use of, Textbooks Among Marketing Undergraduates: An Exploratory Study.

Reinventing the role of the professional services boundary spanner: An exploratory study (2011)
Journal Article
Vafeas, M. G., & Vafeas, M. (2011). Reinventing the role of the professional services boundary spanner: An exploratory study. Services Marketing Quarterly, 32(4), 265-281. https://doi.org/10.1080/15332969.2011.606759

This article explores attitudes towards the professional services boundary spanner in the light of anecdotal evidence challenging the view that the boundary spanner is pivotal to the client-firm relationship. Data were collected using case studies an... Read More about Reinventing the role of the professional services boundary spanner: An exploratory study.

Boundary spanner turnover in professional services: Exploring the outcomes of client retention strategies (2010)
Journal Article
Vafeas, M. (2010). Boundary spanner turnover in professional services: Exploring the outcomes of client retention strategies. Journal of Marketing Management, 26(9-10), 901-920. https://doi.org/10.1080/02672571003633651

Studies suggest that the termination of the interpersonal relationship between boundary spanners at buyer and seller firms can have a damaging effect on the inter organisational relationship. Few studies have addressed this issue in detail, but those... Read More about Boundary spanner turnover in professional services: Exploring the outcomes of client retention strategies.

Client defection in the design industry: a study of the causes, process and context of switching agencies (2002)
Journal Article
Vafeas, M., & Hilton, T. (2002). Client defection in the design industry: a study of the causes, process and context of switching agencies. Design Journal, 5(1), 14-25. https://doi.org/10.2752/146069202789378431

This paper explores the factors that cause client defection in the graphic design industry within the context of the business relationship in which it takes place. The paper examines the literature pertaining to defection, loyalty, relationship dynam... Read More about Client defection in the design industry: a study of the causes, process and context of switching agencies.

Winning client commitment
Presentation / Conference
Hughes, T., & Vafeas, M. Winning client commitment. Presented at Design Business Association Meeting

Presentation of research to Design Business Association members.

Getting the most out of your agency
Presentation / Conference
Hughes, T., & Vafeas, M. Getting the most out of your agency. Presented at Bristol Media and Business West Breakfast Meeting

Presentation and discussion of research to practitioners from Bristol Media and Business West.

Is the traditional agency model dead?
Presentation / Conference
Hughes, T., & Vafeas, M. Is the traditional agency model dead?. Presented at DMA Workshop

Presentation of research to Direct Marketing Association members.