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CO-creation in creative services: the role of client in advertising agencies’ innovation
Titolo Rivista: MERCATI & COMPETITIVITÀ 
Autori/Curatori: Barbara Masiello, Alessandra Marasco, Francesco Izzo 
Anno di pubblicazione:  2013 Fascicolo: Lingua: Italiano 
Numero pagine:  25 P. 131-155 Dimensione file:  754 KB
DOI:  10.3280/MC2013-002007
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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.

Gli autori esaminano il coinvolgimento dei clienti nei processi di innovazione dei "creative-intensive business services" (CIBS), e in particolare dei servizi pubblicitari. La letteratura ha dedicato ampio spazio all’analisi del contributo dei CIBS all’innovazione dei propri clienti, mentre pochi studi hanno esaminato il processo inverso, nonostante l’importante ruolo riconosciuto ai clienti quali fonti di conoscenza e co-produttori di servizi. Per colmare tale gap, gli autori sviluppano un modello analitico integrando gli studi sul coinvolgimento del cliente, l’innovazione nei servizi e il marketing relazionale. Gli autori forniscono un contributo teorico utile a comprendere meglio e, quindi gestire proattivamente, il coinvolgimento dei clienti nell’innovazione dei CIBS.
Keywords: "Creative-intensive business services", agenzie pubblicitarie, coinvolgimento del cliente, innovazione, relazioni agenzia-cliente, modello concettuale.

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Barbara Masiello, Alessandra Marasco, Francesco Izzo, I processi di co-creazione nei servizi creativi: il ruolo del cliente nell’innovazione delle agenzie pubblicitarie in "MERCATI & COMPETITIVITÀ" 2/2013, pp. 131-155, DOI:10.3280/MC2013-002007

   

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