Co-Innovation in Creative-Intensive Business Services: The Role of Clients in Advertising Agencies' Innovation Processes

26 Pages Posted: 22 Jan 2020

See all articles by Barbara Masiello

Barbara Masiello

Second University of Naples

Alessandra Marasco

National Research Council (CNR) - Institute for Service Industry Research (IRAT)

Francesco Izzo

Second University of Naples

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

Masiello, Barbara and Marasco, Alessandra and Izzo, Francesco, Co-Innovation in Creative-Intensive Business Services: The Role of Clients in Advertising Agencies' Innovation Processes (February 28, 2012). Available at SSRN: https://ssrn.com/abstract=2012440 or http://dx.doi.org/10.2139/ssrn.2012440

Barbara Masiello (Contact Author)

Second University of Naples ( email )

Corso Gran Priorato di Malta 1
Capua (CE), Caserta 81057
Italy

Alessandra Marasco

National Research Council (CNR) - Institute for Service Industry Research (IRAT) ( email )

Via Michelangelo Schipa, 91
Naples, Naples 80122
Italy

Francesco Izzo

Second University of Naples ( email )

Corso Gran Priorato di Malta 1
Capua (CE), Caserta 81040
Italy

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