Conceptualising Value Creation for Social Change Management

Abstract

Australian and international governments are increasingly adopting social marketing as a social change management tool to deal with complex social problems. Government decision makers typically need to balance the use of business models and management theories whilst maintaining the integrity of government policy. In taking this approach, decision makers experience management tensions between a social mission to equitably deliver social services and the accountability and affordability of providing quality social and health services to citizens. This is a significant challenge as the nature of the ‘social product’ in government is often more service-oriented than goods-based. In this paper the authors examine value creation in government social marketing services. The contribution of this paper is a value creation process model, which considers the nature of governments to create social good. This is particularly important for governments where consumers still expect value and quality in the service delivered, despite that offering being ‘free’.

Investigating online recognition for blood donor retention: an experiential donor value approach

“…An NFP delivers cause value through its work and is dependent on how well the organisation achieves their mission, such as saving lives, protecting children from abuse or providing a safe blood supply to patients in need. AV is the utility derived from performing an ethically desirable practice, driven by an ultimate desire to help others and society, at a personal cost and without any personal benefit to the donor (Russell‐Bennett et al ., ). It is strongly reported in donor motivation literature that charitable behaviour, particularly blood donation, is distinctively altruistic and that altruism is the primary reason for donating (Glynn et al ., ; Alessandrini, ; Steele et al ., ).…”

“…Although exact terminology differs between authors, multiple conceptualisations exist that outline dimensions of customer value (see Sheth et al ., ; Holbrook, ; Sweeney & Soutar, ; Russell‐Bennett, Previte, & Zainuddin, ). Yet, customer value is a context and situation‐specific concept, in that no one conceptualisation fits all (Chahal & Kumari, ).…”

“…In addition to altruism, evidence indicates that blood donor behaviour is performed for the personal emotional experience; donors feel rewarded for donating blood by feelings of increased self‐worth (Ferguson et al ., ). EV is intrinsically motivated (Holbrook, ; Russell‐Bennett et al ., ) and centres on the idea of a ‘warm glow’ (Andreoni, ; Mayo & Tinsley, ), a positive utility derived from the feelings or affective states that a product, or in this case a behaviour, generates or arouses (Sweeney & Soutar, ; Russell‐Bennett et al ., ; Ferguson et al ., ). Alternatively, the term ‘helper's high’ has also been used to describe the surge of self‐gratifying positive emotion that individuals may experience subsequent to making a charitable donation (Bennett, ).…”

Programas De Marketing Social No Âmbito Empresarial: Análise Multicasos À Luz Da Cocriação De Valor

“…No que se refere ao acréscimo do conhecimento, a literatura, até o momento, apesar de trazer artigos que discutem o marketing social à luz da cocriação de valor, o fez de maneira predominantemente conceitual (DESAI, 2009;DOMEGAN et al, 2013;LEFEBVRE, 2012;RUSSELL-BENNETT;ZAINUDDIN, 2009;RUSSELL-BENNETT;WOOD;PREVITE, 2013) e, nos raros casos em que foi possível identificar pesquisas que avaliaram os dois temas, isto foi feito tendo por objeto de estudo programas desenvolvidos no âmbito da administração pública (ZAINUDDIN, 2013), cuja lógica de atuação difere da do setor privado. Dietrich et al (2016) defendem que a investigação relacionada com o processo de cocriação em marketing social é ainda limitada, fato que justificou seu estudo empírico, no qual procurou identificar se existem diferenças entre um programa de marketing social proposto por especialistas e um elaborado com a participação do público-alvo 2 .…”

How Australian social enterprises use strategic marketing and social marketing to drive accountability and change for sustainable development

“…Then parties can strive to find better solutions to avoid heading down the opposite path of value co-destruction (Grönroos, 2011). As a relatively nascent theory though further research and testing is warranted for social marketing (Russell-Bennett, Previte, & Zainuddin, 2009) to see how the value constructs influence desired social change during the entire chain of consumption. By demonstrating satisfactory social marketing programs, then value co-creation theory can be put into practice (Sweeney, 2003) in new cases.…”