Mario Vafeas' Outputs (27)

Boredom in the creative studio (2023)
Journal Article

Despite its high incidence in the workplace, boredom is yet to be examined in the context of the creative studio. This concern is particularly pertinent because creative personality types are reported to be more boredom prone than others and because,... Read More about Boredom in the creative studio.

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.

Resource integration: Adopting a paradox perspective to inform the management of tensions in customer resource allocation (2020)
Journal Article

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

© 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)
Presentation / Conference Contribution

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

© 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

© 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

© 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

© 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 Contribution

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

© 2014, Emerald Group Publishing Limited. Purpose – 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 m... 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 Contribution

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 Contribution

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

Reinventing the role of the professional services boundary spanner: An exploratory study (2011)
Journal Article

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

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—agency relationships: Winning client commitment
Presentation / Conference Contribution

Presentation and workshop with Bristol Media practitioners

Getting the most out of your agency
Presentation / Conference Contribution

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

Winning client commitment
Presentation / Conference Contribution

Presentation of research to Design Business Association members.