Autori
Izzo, Francesco
Marasco, Alessandra
Masiello, Barbara

Titolo
CO-creation in creative services: the role of client in advertising agencies' innovation
Periodico
Mercati e competitività
Anno: 2013 - Fascicolo: 2 - Pagina iniziale: 131 - Pagina finale: 155

The authors examine clients’ involvement in the innovation processes of creativeintensive business services (CIBS), namely advertising services. Previous research has widely documented the contribution of CIBS providers to their clients’ innovation. By contrast, little evidence exists on the involvement of clients in agency’s innovation processes, despite the important role of clients as service co-producers and source of knowledge. In order to fill this gap, the authors develop a framework for the analysis of agency-client co-innovation by integrating studies on customer involvement, service innovation and relationship marketing. This conceptual contribution is aimed at advancing the understanding and, thereby, the proactive management of clients’ involvement in CIBS innovation.



SICI: 1826-7386(2013)2<131:CICSTR>2.0.ZU;2-Z
Testo completo: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=48792&Tipo=Articolo PDF

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