Customer interaction and innovation in Creative-Intensive Business Services: a framework for exploring co-innovation in advertising agency-client relationships (Contributo in atti di convegno)

Type

• Prodotto della ricerca (Classe)
• Contributo in atti di convegno (Classe)

Label

• Customer interaction and innovation in Creative-Intensive Business Services: a framework for exploring co-innovation in advertising agency-client relationships (Contributo in atti di convegno) (literal)

Anno

• 2011-01-01T00:00:00+01:00 (literal)

Alternative label

• Marasco Alessandra; Masiello Barbara; Izzo Francesco (2011)
  Customer interaction and innovation in Creative-Intensive Business Services: a framework for exploring co-innovation in advertising agency-client relationships
  in XXI. RESER conference "Productivity of Services NextGen - Beyond Output/Input", Amburgo, Germania, 8-9 Settembre
  (literal)

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

• Marasco Alessandra; Masiello Barbara; Izzo Francesco (literal)

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

• ISBN: 978-3-8396-0298-0 (literal)

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

• The purpose of this paper is to contribute to understand clients’ involvement in the innovation of 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 getting insights into clients’ role and involvement in its innovation processes. (literal)

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

• IRAT - Istituto di ricerche sulle attività terziarie; Seconda Università degli studi di Napoli (SUN); Seconda Università degli studi di Napoli (SUN) (literal)

Titolo

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

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

• 978-3-8396-0298-0 (literal)

Abstract

• The purpose of this paper is to contribute to understand clients' involvement in the innovation of 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 getting insights into clients' role and involvement in its innovation processes. (literal)

Prodotto di

• Institute for service industry research (IRISS) (Istituto)
• Innovazione e creazione del valore (IC.P05.012.001) (Modulo)

Autore CNR

• ALESSANDRA MARASCO (Persona)

Insieme di parole chiave

• Keywords of "Customer interaction 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)
• Innovazione e creazione del valore (IC.P05.012.001) (Modulo)

Autore CNR di

• ALESSANDRA MARASCO (Persona)

Insieme di parole chiave di

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