Relationship Tensions Within Marketing Service Triads

Ena Vejnovic

doi:10.26182/eh3v-zm97

Relationship Tensions Within Marketing Service Triads

Ena Vejnovic

UWA Business School

Research output: Thesis › Master's Thesis

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Abstract

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 language	English
Qualification	Masters
Awarding Institution	The University of Western Australia
Supervisors/Advisors	Tarabashkina, Liudmila, Supervisor Purchase, Sharon, Supervisor
Thesis sponsors	Australian Government Research Training Program
Award date	1 Dec 2022
DOIs	https://doi.org/10.26182/eh3v-zm97
Publication status	Unpublished - 2022

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10.26182/eh3v-zm97

THESIS - MASTER BY RESEARCH - VEJNOVIC Ena - 2022
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Cite this

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Relationship Tensions Within Marketing Service Triads

Abstract

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