Purpose – This study aims to investigate creativity‐related determinants of learning in the context of business‐to‐business services and client‐agency relationships. Design/methodology/approach – The research model includes client encouragement, agency creativity, campaign...

Purpose – The purpose of this paper is to examine the antecedents of project creativity in international marketing teams. The proposed framework includes both proximal (characteristics that impact the everyday functioning of the team) and distal (characteristics associated with the team's...