When creativity is a must : professional 'applied creative' services

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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/979

Title: When creativity is a must : professional 'applied creative' services
Author(s): Hill, Railton M.; Johnson, Lester W.
Abstract: The paper argues for greater recognition of the business-to-business service process through which much applied creativity is generated. Such services are described as highly intangible, high-risk professional services, whose core is applied creativity. Advertising creative services and architectural design services are proposed as exemplars. Empirical survey evidence is presented that business consumers recognize applied creative services as being qualitatively different from other types of professional service. Through an analysis of client personal interviews and published practitioner descriptions, these exemplar services are found to exhibit great similarity in terms of delivery process. This raises a number of issues concerning the management of these services.
Publication type: Journal article
Research centre: Swinburne University of Technology. School of Business
Source: Creativity and innovation management, Vol. 12, no. 4 (Dec. 2003), pp. 221-229
Publication year: 2003
Publisher: Blackwell Publishers
Format: pp. 221-229
ISSN: 0963-1690
Publisher URL: http://dx.doi.org/doi:10.1111/j.0963-1690.2003.00285.x
Peer reviewed