Mario Vafeas' Outputs (3)

Happiness and co-creation of value: Playing the blues (2021)
Journal Article

Little has been written about co-creational aspects of happiness. Happiness is generally treated in the marketing literature as an individual outcome of exchange. However, the notion of value in exchange has been challenged by service-dominant (S-D)... Read More about Happiness and co-creation of value: Playing the blues.

Inertia, boredom, and complacency in business-to-business relationships: Identifying and interpreting antecedents and manifestations (2021)
Journal Article

While opportunism, a ‘dark side’ construct, has been discussed at length, inertia, boredom, and complacency, have received less attention. This is surprising given their detrimental effect on relationships. This study identifies antecedents and manif... Read More about Inertia, boredom, and complacency in business-to-business relationships: Identifying and interpreting antecedents and manifestations.

Client-agency briefing: Using paradox theory to overcome challenges associated with client resource deployment (2021)
Journal Article

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.