Resource integration for co-creation between marketing agencies and clients

• Published in: European journal of marketing Vol. 52; no. 5/6; pp. 1329 - 1354
• Main Authors: Hughes, Tim, Vafeas, Mario, Hilton, Toni
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 16.04.2018; Emerald Group Publishing Limited
• Subjects: Business to business commerce; Clients; Creativity; Marketing; Perceptions; Professional relationships; Relationship marketing; Studies; Agencies and clients; Operant resources; Resource integration; Service-dominant logic
• ISSN: 0309-0566; 1758-7123
• DOI: 10.1108/EJM-10-2015-0725

Purpose Resource integration is a central idea within service-dominant logic (S-D logic), but there has been little scholarly research on this aspect of theory. This paper aims to explore resource integration between marketing agencies and their clients. Design/methodology/approach In total, nine case studies have been developed using a dyadic approach of interviewing clients and members of their agency teams. This is followed-up with presentations and workshops with over 200 practitioners who validated the findings and added new perspectives. Findings The key operant resources in the client/agency context have been identified. The ways the operant resources of the actors developed during the course of resource integration, building potential resources for future co-creation are shown. The differing perspectives of the actors to each other’s contribution are highlighted. Research limitations/implications This study suggests that resource enhancement and development, as a result of integration, is important. For agency/client research, resource integration and development brings new perspectives complementing existing relationship approaches to research. The findings have implications for relationship marketing theory across business-to-business (B2B) contexts. Practical implications The findings suggest a resource integration approach that could be jointly addressed between agency and client in improving the way they work together. The discourse of co-creation suggests a way for them to talk about how to work together effectively. Suggestions are made for teaching. Originality/value This study develops the S-D logic theory through exploring resource enhancement and development in a B2B co-creation context. The dyadic nature of the research is novel in studying how marketing agencies and clients work together and new perspectives emerge from the approach.