Co-Innovation in Creative-Intensive Business Services: The Role of Clients in Advertising Agencies' Innovation Processes
26 Pages Posted: 22 Jan 2020
Date Written: February 28, 2012
Abstract
The provider-client relationship is at once the main locus and the fundamental source of innovation through the interactive exchange of information and knowledge occurring during service production. However, one relevant research gap concerns the influence of relationships with clients on providers’ own innovation processes. This paper aims at contributing to fill this gap, by focusing in particular on Creative Intensive Business Service (CIBS), and, more precisely, on advertising agencies. Drawing on an extensive literature review that combines three main areas of research – (i) service management and innovation literature, (ii) relationship marketing, and, (iii) user involvement in new service development - we define a multidimensional framework and identify key constructs for the analysis of provider-client relationships that foster agency’s innovation. Thus, we contribute in advancing knowledge on client’s contribution in service innovation, with particular reference to CIBS.
Keywords: creative industries, advertising agencies, client involvement, innovation processes
JEL Classification: M37, M10, M19
Suggested Citation: Suggested Citation