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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.

Co-creation: Moving towards a framework for creating innovation in the triple helix (2014)
Journal Article
Hughes, T. (2014). Co-creation: Moving towards a framework for creating innovation in the triple helix. Prometheus, 32(4), 337-350. https://doi.org/10.1080/08109028.2014.971613

The objective of the paper is to demonstrate how the theoretical ideas of Service-Dominant Logic (S-D logic) can usefully be applied to innovation through collaboration between university, industry and government. The debate around S-D logic has stim... Read More about Co-creation: Moving towards a framework for creating innovation in the triple helix.