Perspectives: client–agency opportunism: how does it happen and what can we do about it?

Raeesah Chohan, Richard Watson, Leyland Pitt

Research output: Contribution to journalArticleScientificpeer-review

Abstract

While it is seldom spoken about openly, opportunism always prevails in client–agency relationships and could lead to their demise. This study directs attention to client–agency opportunism by describing how it happens and ends with a discussion on how today’s client–agency dynamics can be improved.
Original languageEnglish
Peer-reviewed scientific journalInternational Journal of Advertising
Volume38
Issue number8
Pages (from-to)1303-1312
ISSN0265-0487
DOIs
Publication statusPublished - 2019
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management

Fingerprint Dive into the research topics of 'Perspectives: client–agency opportunism: how does it happen and what can we do about it?'. Together they form a unique fingerprint.

Cite this