IDEAS home Printed from https://ideas.repec.org/a/fan/mcmcmc/vhtml10.3280-mc2013-002007.html
   My bibliography  Save this article

CO-creation in creative services: the role of client in advertising agencies? innovation

Author

Listed:
  • Barbara Masiello
  • Alessandra Marasco
  • Francesco Izzo

Abstract

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.

Suggested Citation

  • Barbara Masiello & Alessandra Marasco & Francesco Izzo, 2013. "CO-creation in creative services: the role of client in advertising agencies? innovation," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(2), pages 131-155.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2013-002007
    as

    Download full text from publisher

    File URL: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=48792&Tipo=ArticoloPDF
    Download Restriction: Single articles can be downloaded buying download credits, for info: https://www.francoangeli.it/DownloadCredit
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Eric von Hippel, 1986. "Lead Users: A Source of Novel Product Concepts," Management Science, INFORMS, vol. 32(7), pages 791-805, July.
    2. Faïz Gallouj, 2000. "Knowledge-intensive Business Services: Processing Knowledge and Producing Innovation," Post-Print halshs-01113809, HAL.
    3. Antonio Capaldo, 2007. "Network structure and innovation: The leveraging of a dual network as a distinctive relational capability," Strategic Management Journal, Wiley Blackwell, vol. 28(6), pages 585-608, June.
    4. Pim Den Hertog, 2000. "Knowledge-Intensive Business Services As Co-Producers Of Innovation," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 4(04), pages 491-528.
    5. Marja Toivonen & Tiina Tuominen, 2009. "Emergence of innovations in services," The Service Industries Journal, Taylor & Francis Journals, vol. 29(7), pages 887-902, July.
    6. Andrew C. Inkpen & Steven C. Currall, 2004. "The Coevolution of Trust, Control, and Learning in Joint Ventures," Organization Science, INFORMS, vol. 15(5), pages 586-599, October.
    7. Marianne Abramovici, 2004. "How to Take Customers into Consideration in Service Innovation Projects," Post-Print hal-01136394, HAL.
    8. Per Kristensson, 2006. "Managing Ideas That Are Unthinkable in Advance: A Matter of How and Where You Ask," World Scientific Book Chapters, in: Bo Edvardsson & Anders Gustafsson & Per Kristensson & Peter Magnusson & Jonas Matthing (ed.), Involving Customers In New Service Development, chapter 7, pages 127-141, World Scientific Publishing Co. Pte. Ltd..
    9. Jörg Sydow & Arnold Windeler & Jörg Sydow & Arnold Windeler, 2003. "Knowledge, Trust, and Control: Managing Tensions and Contradictions in a Regional Network of Service Firms," International Studies of Management & Organization, Taylor & Francis Journals, vol. 33(2), pages 69-100, January.
    10. Pratt, Andy C., 2006. "Advertising and creativity, a governance approach: a case study of creative agencies in London," LSE Research Online Documents on Economics 20703, London School of Economics and Political Science, LSE Library.
    11. Jean Gadrey & Faïz Gallouj (ed.), 2002. "Productivity, Innovation and Knowledge in Services," Books, Edward Elgar Publishing, number 2690.
    12. Jean Gadrey & Faïz Gallouj, 2002. "Productivity, Innovation and Knowledge in Services. New Economic and Socio-Economic Approaches," Post-Print halshs-00198351, HAL.
    13. Jean Gadrey & Faïz Gallouj, 1998. "The Provider-Customer Interface in Business and Professional Services," The Service Industries Journal, Taylor & Francis Journals, vol. 18(2), pages 01-15, April.
    14. Andy C Pratt, 2006. "Advertising and Creativity, a Governance Approach: A Case Study of Creative Agencies in London," Environment and Planning A, , vol. 38(10), pages 1883-1899, October.
    15. Oliveira, Pedro & von Hippel, Eric, 2011. "Users as service innovators: The case of banking services," Research Policy, Elsevier, vol. 40(6), pages 806-818, July.
    16. Brita Hermelin, 2009. "Producer service firms in globalising cities: the example of advertising firms in Stockholm," The Service Industries Journal, Taylor & Francis Journals, vol. 29(4), pages 457-471, April.
    17. Jon Sundbo, 1997. "Management of Innovation in Services," The Service Industries Journal, Taylor & Francis Journals, vol. 17(3), pages 432-455, July.
    18. Marianne Abramovici & Laurence Bancel-Charensol, 2004. "How to take customers into consideration in service innovation projects," The Service Industries Journal, Taylor & Francis Journals, vol. 24(1), pages 56-78, January.
    19. Peter R. Magnusson & Per Kristensson & Christiane Hipp, 2010. "Exploring the ideation patterns of ordinary users: the case of mobile telecommunications services," International Journal of Product Development, Inderscience Enterprises Ltd, vol. 11(3/4), pages 289-309.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Francesco Izzo & Barbara Masiello, 2015. "Strategie di innovazione nelle imprese creative di servizi," ECONOMIA E DIRITTO DEL TERZIARIO, FrancoAngeli Editore, vol. 2015(1), pages 63-104.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Faïz Gallouj & Marja Toivonen, 2011. "Elaborating the characteristics-based approach to service innovation: making the service process visible," Journal of Innovation Economics, De Boeck Université, vol. 0(2), pages 33-58.
    2. Evangelista, Rinaldo & Vezzani, Antonio, 2010. "The economic impact of technological and organizational innovations. A firm-level analysis," Research Policy, Elsevier, vol. 39(10), pages 1253-1263, December.
    3. Gallouj, Faïz, 2002. "Services innovation: assimilation, differentiation, inversion and integration," MPRA Paper 62174, University Library of Munich, Germany.
    4. Christiane Hipp & Jorge Gallego & Luis Rubalcaba, 2015. "Shaping innovation in European knowledge-intensive business services," Service Business, Springer;Pan-Pacific Business Association, vol. 9(1), pages 41-55, March.
    5. David Doloreux & Anika Laperrière, 2014. "Internationalisation and innovation in the knowledge-intensive business services," Service Business, Springer;Pan-Pacific Business Association, vol. 8(4), pages 635-657, December.
    6. Lucia Crevani & Kristina Palm & Annika Schilling, 2011. "Innovation management in service firms: a research agenda," Service Business, Springer;Pan-Pacific Business Association, vol. 5(2), pages 177-193, June.
    7. Jeremy Howells, 2010. "Services and Innovation and Service Innovation: New Theoretical Directions," Chapters, in: Faïz Gallouj & Faridah Djellal (ed.), The Handbook of Innovation and Services, chapter 3, Edward Elgar Publishing.
    8. Seungil Yum, 2019. "The interaction between knowledge-intensive business services and urban economy," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 63(1), pages 53-83, August.
    9. Djellal, Faridah & Gallouj, Faïz & Miles, Ian, 2013. "Two decades of research on innovation in services: Which place for public services?," Structural Change and Economic Dynamics, Elsevier, vol. 27(C), pages 98-117.
    10. Jeroen Content & Nicola Cortinovis & Koen Frenken & Jacob Jordaan, 2022. "The roles of KIBS and R&D in the industrial diversification of regions," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 68(1), pages 29-64, February.
    11. Samul Joanna & Skapska Elzbieta & Pankov Dmitrij, 2019. "Employees’ Competences in Knowledge-Intensive Business Sector – Comparative Analysis in Two Cee Countries," Studia Universitatis Babeș-Bolyai Oeconomica, Sciendo, vol. 64(1), pages 3-15, April.
    12. Faridah Djellal & Faïz Gallouj, 2008. "Innovation in services and entrepreneurship: beyond industrialist and technologist concepts of sustainable development," Post-Print halshs-01113906, HAL.
    13. Noronha, Teresa, 2013. "KIBS in Peripheral Regions: Major Outlines," Spatial and Organizational Dynamics Discussion Papers 2013-4, CIEO-Research Centre for Spatial and Organizational Dynamics, University of Algarve.
    14. Olsen, Jane & Lee, Boon-Chye & Hodgkinson, Ann, 2006. "Innovation in Small and Medium-Sized Enterprises: A Study of Businesses in New South Wales, Australia," Economics Working Papers wp06-04, School of Economics, University of Wollongong, NSW, Australia.
    15. Faïz Gallouj & Maria Savona, 2010. "Towards a Theory of Innovation in Services: A State of the Art," Chapters, in: Faïz Gallouj & Faridah Djellal (ed.), The Handbook of Innovation and Services, chapter 1, Edward Elgar Publishing.
    16. Furrer, Olivier & Sudharshan, Devanathan & Tsiotsou, Rodoula H. & Liu, Ben S., 2016. "A framework for innovative service design," FSES Working Papers 476, Faculty of Economics and Social Sciences, University of Freiburg/Fribourg Switzerland.
    17. Céline Merlin-Brogniart & Simon Nadel, 2021. "Specificities of environmental innovation dynamics in service firms: the French case," Journal of Evolutionary Economics, Springer, vol. 31(2), pages 451-473, April.
    18. Xing Shi & Yanrui Wu & Dingtao Zhao, 2014. "Knowledge intensive business services and their impact on innovation in China," Service Business, Springer;Pan-Pacific Business Association, vol. 8(4), pages 479-498, December.
    19. Nicoletta Corrocher & Lucia Cusmano & Andrea Morrison, 2009. "Modes of innovation in knowledge-intensive business services evidence from Lombardy," Journal of Evolutionary Economics, Springer, vol. 19(2), pages 173-196, April.
    20. Benoît Desmarchelier, 2018. "Service Economies and Complexity," Post-Print hal-02393045, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:fan:mcmcmc:v:html10.3280/mc2013-002007. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Stefania Rosato (email available below). General contact details of provider: http://www.francoangeli.it/riviste/sommario.aspx?IDRivista=210 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.