Learning Creativity in the Client-Agency Relationship

Autor/inn/en	Suh, Taewon; Jung, Jae C.; Smith, Bruce L.
Titel	Learning Creativity in the Client-Agency Relationship
Quelle	In: Learning Organization, 19 (2012) 5, S.428-439 (12 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0969-6474
DOI	10.1108/09696471211239721
Schlagwörter	Foreign Countries; Organizational Development; Creativity; Program Effectiveness; Evaluation Criteria; Corporations; Marketing; Organizational Theories; Cooperative Planning; Advertising; Organizational Effectiveness; Questionnaires; Telephone Surveys; South Korea + Suchen Sie Ihr Suchwort? Ausland; Organisationsentwicklung; Kreativität; Unternehmen; Organisationstheorie; Werbung; Unternehmenserfolg; Fragebogen; Telephone interview; Telefoninterview; Korea; Republik
Abstract	Purpose: This study aims to investigate creativity-related determinants of learning in the context of business-to-business services and client-agency relationships. Design/methodology/approach: The research model includes client encouragement, agency creativity, campaign creativity, and perceived performance. The study involved conducting a questionnaire survey in 150 publicly-traded companies in South Korea. Findings: The results show that client learning from agency services is the result of the creative process of the agency and the creativity of the service outcome itself. Client learning from marketing services also varied depending on different performance ratings. Originality/value: The study elucidates client learning as the central process of value co-creation in the brand value chain. It produces several unique findings and managerial takeaways for building up better co-creation environments in the context of business-to-business services. (Contains 1 figure, 2 tables, and 1 note.) (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10