Client involvement and innovation in Creative-Intensive Business Services: a framework for exploring co-innovation in advertising agency-client relationships (Articolo in rivista)

Type

• Prodotto della ricerca (Classe)
• Articolo in rivista (Classe)

Label

• Client involvement and innovation in Creative-Intensive Business Services: a framework for exploring co-innovation in advertising agency-client relationships (Articolo in rivista) (literal)

Anno

• 2013-01-01T00:00:00+01:00 (literal)

Alternative label

• Marasco A., Masiello B., Izzo F. (2013)
  Client involvement and innovation in Creative-Intensive Business Services: a framework for exploring co-innovation in advertising agency-client relationships
  in ÉCONOMIES ET SOCIÉTÉS - Serie Economie et Gestion des Services (EGS)
  (literal)

Http://www.cnr.it/ontology/cnr/pubblicazioni.owl#autori

• Marasco A., Masiello B., Izzo F. (literal)

Pagina inizio

• 445 (literal)

Pagina fine

• 478 (literal)

Http://www.cnr.it/ontology/cnr/pubblicazioni.owl#numeroVolume

• 14 (literal)

Rivista

• ÉCONOMIES ET SOCIÉTÉS - Serie Economie et Gestion des Services (EGS) (Rivista)

Http://www.cnr.it/ontology/cnr/pubblicazioni.owl#numeroFascicolo

• 3-4 (literal)

Http://www.cnr.it/ontology/cnr/pubblicazioni.owl#affiliazioni

• Barbara Masiello, Assistant Professor University of Naples, II, Department of Management & Accounting Corso Gran Priorato di Malta, 1 - 81043 - Capua (CE), Italy barbara.masiello@unina2.it Francesco Izzo, Full Professor University of Naples, II, Department of Management & Accounting Corso Gran Priorato di Malta, 1 - 81043 - Capua (CE), Italy Francesco.izzo@unina2.it (literal)

Titolo

• Client involvement and innovation in Creative-Intensive Business Services: a framework for exploring co-innovation in advertising agency-client relationships (literal)

Abstract

• The purpose of this paper is to contribute to understand clients' involvement in innovation processes in creative-intensive business services, namely advertising services. Research shows that agency-client relationships are critical to campaign creativity, customer satisfaction and agency performance, but little evidence exists on collaboration with clients for agency's innovation. In order to fill this gap, a framework is developed for the analysis of agency-client co-innovation by integrating studies on customer involvement, service innovation and relationship marketing. This is followed by an exploratory case study of an Italian successful agency aimed at refining the conceptual framework based on field insights. The analysis provides initial interesting insights for the understanding and further investigation of clients' role and involvement in agencies' innovation processes. (literal)

Prodotto di

• Institute for service industry research (IRISS) (Istituto)

Autore CNR

• ALESSANDRA MARASCO (Persona)

Insieme di parole chiave

• Keywords of "Client involvement and innovation in Creative-Intensive Business Services: a framework for exploring co-innovation in advertising agency-client relationships" (Insieme di parole chiave)

Incoming links:

Prodotto

• Institute for service industry research (IRISS) (Istituto)

Autore CNR di

• ALESSANDRA MARASCO (Persona)

Http://www.cnr.it/ontology/cnr/pubblicazioni.owl#rivistaDi

• ÉCONOMIES ET SOCIÉTÉS - Serie Economie et Gestion des Services (EGS) (Rivista)

Insieme di parole chiave di

• Keywords of "Client involvement and innovation in Creative-Intensive Business Services: a framework for exploring co-innovation in advertising agency-client relationships" (Insieme di parole chiave)