The purpose of this paper is to explore how executives assimilate creativity in business‐to‐business (B2B) services.
The author employed an inductive, qualitative research approach to elicit and explore the definition and interpretation and individual meaning of the creative process by top‐level advertising agency executives.
The findings show that an understanding of creative cultures and processes can enable their application in other business functions.
In‐depth interviews may involve interview effects that influence the information elicited, despite adequate measures to conduct interviews in situ at the workplace and in a detached, impartial manner.
The results suggest that creativity in B2B services incorporates a complex set of results‐driven interactive components. These components simultaneously affect and are affected by the interaction of artistic and aesthetic elements, as well as business strategy.
Creativity is critical to developing and implementing business strategies. However, creativity in advertising as a B2B service has scarcely been examined.
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