Masiello, Barbara; Marasco, Alessandra; Izzo, Francesco - In: MERCATI E COMPETITIVITÀ 2013/2 (2013) 2, pp. 131-155
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...