Journal article
Travelling alone or travelling far? Meso-level value co-creation by social marketing and for-profit organisations
Journal of Social Marketing, Vol.7(3), pp.280-296
2017
Abstract
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 KingdomR Russell-Bennett (Author) - Queensland University of TechnologyRory 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; 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
- Research Statement
- false
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- Collaboration types
- Domestic collaboration
- International collaboration
- Web Of Science research areas
- Business