Travelling alone or travelling far? Meso-level value co-creation by social marketing and for-profit organisations

Jeff French; R Russell-Bennett; Rory Mulcahy

doi:10.1108/JSOCM-12-2016-0088

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Travelling alone or travelling far? Meso-level value co-creation by social marketing and for-profit organisations

Journal article

Open access

Peer reviewed

Travelling alone or travelling far? Meso-level value co-creation by social marketing and for-profit organisations

Jeff French, R Russell-Bennett and Rory Mulcahy

Journal of Social Marketing, Vol.7(3), pp.280-296

2017

DOI: https://doi.org/10.1108/JSOCM-12-2016-0088

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Abstract

social marketing

Purpose: This paper explores the potential contributions of the for-profit sector in integrating resources with social marketing organisations for value co-creation at the meso level (midstream) of the social marketing eco-system. The paper addresses calls for further theorisation and understanding of value co-creation beyond the micro-level (downstream). Design/methodology/approach: The paper draws from social marketing, value co-creation and eco-systems literature to present a conceptual model for meso-level value co-creation between social marketing and for-profit organisations. Findings: The paper proposes four dimensions of resources which can be integrated: cognitive, labour, economic and network. Additionally, it is proposed that, from these integrated resources, three co-creation outcomes can be achieved - co-learning, co-design and co-production - which lead to improved value propositions. Practical implications: This paper offers a framework for strategic planning and evaluation regarding partnerships and collaborations with for-profit organisations, which potentially lead to greater value propositions being offered. Originality/value: This paper furthers the theoretical discussions and understanding of value co-creation in social marketing at the meso level. The paper identifies a new actor - for-profits - as a potential collaborator for value co-creation with social marketing organisations and contributes new understanding about value co-creation at the meso level between social marketing and for-profit organisations. Further, the paper describes and reviews the potential contributions of for-profits to social marketing efforts.

Details

Title: Travelling alone or travelling far? Meso-level value co-creation by social marketing and for-profit organisations
Authors: Jeff French (Author) - Strategic Social Marketing Conford United Kingdom of Great Britain and Northern Ireland, United Kingdom
R Russell-Bennett (Author) - Queensland University of Technology
Rory Mulcahy (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
Publication details: Journal of Social Marketing, Vol.7(3), pp.280-296
Publisher: Emerald Group Publishing Ltd.
Date published: 2017
DOI: 10.1108/JSOCM-12-2016-0088
ISSN: 2042-6763
Copyright note: Copyright © 2017 Emerald Group Publishing Limited. This article is © Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99451073202621
Output Type: Journal article

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Collaboration types: Domestic collaboration; International collaboration
Web Of Science research areas: Business