Relationship Tensions Within Marketing Service Triads

Research output: ThesisMaster's Thesis

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This research explored tensions experienced by market research agencies, creative agencies and clients who collaborate during advertisement development and concept-testing. Past research on agency-client relationships mainly focused on creative agencies and client perspectives, with no research exploring all perspectives in this triad. Also, limited research investigated how and why tensions are experienced in marketing services industry because past studies focused on business networks and value co-creation. Twenty-five in-depth interviews were conducted with market research agencies, creative agencies and clients across Australia. Two papers were developed addressing the above-mentioned gaps and provide a more nuanced understanding of this complex triadic relationships.
Original languageEnglish
Awarding Institution
  • The University of Western Australia
  • Tarabashkina, Liudmila, Supervisor
  • Purchase, Sharon, Supervisor
Thesis sponsors
Award date1 Dec 2022
Publication statusUnpublished - 2022


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