Gestao Do Conhecimento E Agencias De Publicidade
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1. A co-criação e a inovação em serviços : um estudo em agências de publicidade
Service innovation is regarded by many authors as one the core issues faced by competitive companies in the tertiary sector. However, not much is known on the effectiveness of client-driven innovation in the advertising sector. This study proposes to research the relation between co-creation and innovation within advertising on a three-perspective approach:
Publicado em: 2009