Social Marketing as Transformational Marketing in Public Services

Abstract

This article presents a case study of a social marketing intervention, developed as an innovative action research project for a Fire Service, to tackle the public service challenge of reducing the incidence of deliberate countryside fire-setting in certain communities. The case demonstrates the effectiveness of a social marketing approach to tackling an anti-social behaviour that had become a local social norm which conventional education-based campaigns had failed to change. The case also explores unexpected impacts that applying a social marketing approach had on the sponsoring Fire Service, acting to transform certain aspects of its operations and culture.     

Bonding and Bridging Associational Social Capital and the Financial Performance of Local Authorities in Israel

Abstract

This study explores whether bridging and bonding social capital differ in their impacts on government performance at the local level and the extent to which these impacts vary between localities exhibiting differing socioeconomic resources. The study is based on an analysis of 256 local authorities in Israel. The findings show that bridging and bonding social capital do differ in their respective effects on government performance and that the nature of the relationship of each type of capital with government performance varies by the community's socioeconomic profile. Poor communities with high densities of bridging social capital were characterized by lower deficits as a percentage of total municipal budgets, more accurate expenditure forecasts and greater spending on services per capita.     

Positioning and its strategic relevance

Abstract

Contemporary non-profit strategic management/marketing literature suggests that non-profit organizations, including charities, adopt positioning strategies to differentiate themselves in increasingly competitive operating environments. However, the extant literature lacks adequate theoretical/conceptual frameworks and empirical studies to guide research and inform charity management practice. As part of an on-going study in strategic positioning in British charitable organizations, this article presents the key findings of an exploratory survey into the extent of positioning activities in a sample of general welfare and social care charities within the wider voluntary sector in the UK. The empirical findings reveal that charitable organizations undertake positioning activities extensively in their organizations. However, these activities appear to be more complex than those advocated in contemporary non-profit management/marketing literature. The article highlights five emerging themes that could have major implications for research and practice of strategic positioning in charities in specific, and in voluntary-sector organizations in general.     

Reorganizing the welfare state administration

Abstract

This article addresses the big welfare administration reform in Norway. The reform is a merger of the employment and national insurance administrations, combined with more formal collaboration with the local government social services administration. The reform introduced a mandatory partnership model between central and local government. This model is a hybrid of hierarchy and network. A substantial dilemma in the particular partnership model chosen is how to enhance vertical control at the same time as sustaining the autonomy of local government. The partnership model created to solve this dilemma represents a delicate and ambiguous balance between accountability to the central government and to the local council.     

Diffusing the Marketing Concept in a Transforming Economy: Class Consultancies for State-Owned Enterprises in Vietnam

ABSTRACT

Modern business education in transitional economies such as Vietnam must provide students with a strong conceptual base, but also give them practical experience in application of concepts. Local companies, used to central planning, likewise badly need marketing know-how to become more competitive. However, relying on new hires from among recent graduates is not going to help companies upgrade very quickly. Building marketing research (MR) courses around consulting projects for local companies helps bring real world marketing into the classroom, upgrading experience for both students and teachers.     

Sacred alliance or pact with the devil? How and why social enterprises collaborate with mainstream businesses in the fair trade sector*

Abstract

This paper uses institutional theory to highlight different patterns of cross-sector collaboration from the perspective of social enterprises. Specifically, it explores how and why social enterprises interact with mainstream businesses and to what extent their collaboration patterns reflect a vision of how their social mission should be implemented and institutionalized. The empirical analysis is derived from a qualitative study of ‘fair trade’ – a hybrid model created by social enterprises and using market mechanisms to support small-scale producers in developing countries and to advocate for changes in international trading practices. The findings highlight three strategies used by fair trade social enterprises to manage their interactions with mainstream businesses: sector solidarity, selective engagement, and active appropriation. This paper suggests that each strategy is motivated by a different vision of how best to articulate the social mission of fair trade via specific types of collaborations. It also notes how each vision has a distinct pattern of institutionalization at the field level. This paper adds to the emergent literatures on social enterprise and social entrepreneurship, fair trade, cross-sector collaboration and hybrid organizing.     

Marketing social missions—adopting social marketing for social entrepreneurship? A conceptual analysis and case study

• In aiming for voluntary behavioral change, social marketing may be particularly attractive for social entrepreneurs, but conversely, they may not have the resources or knowledge for conducting full-blown social marketing campaigns. In response to the growing importance and role of social entrepreneurship in tackling social problems and the lack of research concerning how social marketing may play a role in such organizations, the purpose of this paper is to develop a deeper conceptual understanding of how social marketing may be of use to social entrepreneurial organizations. The research reports on a case analysis of One Drop and its Aqua expo and the utilization of social marketing in pursuit of its goal to achieve water conservation in the Northern Hemisphere. The research shows the adoption of elements of social marketing but not a conscious adoption of social marketing as a strategy.

Copyright © 2012 John Wiley & Sons, Ltd.     

Value Based Marketing for Transitional Economies

Abstract

This paper will describe a popular shift in marketing. It is the transformation of marketing from the perspective of transactional exchange to that which views marketing as relational exchange. The objective of this paper will be to provide a review of the relationship marketing phenomenon that is being described as a “fundamental reshaping of the field” (Webster 1992), with a view to the impact of this paradigm shift on transitional economies.     

Relationship marketing in museums: influence of managers and mode of governance

ABSTRACT

On the bases of relationship marketing and social capital, this paper aims to explore whether museums’ external relationships depend on managers and internal relationships as well as on mode of governance. The empirical findings of a hierarchical regression analysis for a sample of 556 museums indicate that close relationships with the external environment require managerial social capital and a supportive culture that favours internal cohesion. Finally, public museums directly run by government entities remain too bureaucratic and lack incentives to promote internal cohesion as well as relationships with customers and other stakeholders. Implications for managers are discussed.     

Using social marketing to increase breast cancer screening among African American women: perspectives from African American breast cancer survivors

• Despite progressive preventative techniques, intervention programs, and guidelines to help reduce breast cancer mortality, African American women (AAW) remain affected by breast cancer in greater numbers compared to Caucasians. As rates of breast cancer mortality continue to increase among AAW, a greater need for change emerges, which should include crafting culturally specific social marketing programs that promote breast cancer awareness among AAW. This exploratory study focuses on social marketing strategies to promote this awareness. The research underscores several social marketing strategies from the perspective of AAW (N = 130) breast cancer survivors. Qualitative data were collected from focus groups regarding social marketing strategies needed to promote breast cancer awareness. The discussions revealed social marketing campaigns that are culturally sensitive and unswerving are more likely to increase behavior modification. Furthermore, messages from other AAW tailored toward a specific market are more beneficial for promoting breast cancer screening.

Copyright © 2008 John Wiley & Sons, Ltd.     

What do social marketing programmes reveal about social marketing? Evidence from South Asia

• Although social marketing is growing as a discipline, there are several social marketing programmes (SMPs) across the world which can guide us in achieving a better understanding of social marketing. In this paper, using a case study approach, we map the SMPs to the six Ps of marketing; and then attempt to provide key observations about the South Asian SMPs by critically reviewing and comparing them with the social marketing success stories of the USA. Important insights are provided on the variations in SMP strategies by the region and type of social issue. The role of partnership is important in making social marketing initiatives in developing countries effective and sustainable by providing support in manufacturing and distributing quality products at an affordable rate and in remote areas. We propose that the ‘Partnership P’ should be given equal importance as the classical four Ps of marketing mix. Moreover, the South Asian initiatives seem to be broader than those of the USA and therefore, perhaps there exist more learning opportunities for scholars from the experiences of South Asian social marketing initiatives. The social marketer should be cognizant of regional dissimilarities in terms of income, location, language, literacy, product requirement and culture, and these may be factored in the design and execution of future social marketing strategies. However, the limited number of case studies may restrict the generalisability of the findings and a further probing may be suggested with better coverage of diverse SMPs.

Copyright © 2012 John Wiley & Sons, Ltd.     

Networks In Open Systems Of Governance

Abstract

This article focuses on an abortive attempt to co-ordinate a local governance network in the domain of older persons' care in England. It locates a key source of failure in pressures in the policy context. Exogenous factors are analysed using a tiered (macro-/meso-/micro-) model linking context and agents. People occupy specific positions in the policy system and can respond differently to erratic contextual prompts. This putative autonomy imposes limits on the assumed trajectory and ontology of whole-networks in socially contested arenas and delimits the strategic space for network governance. Networks are thus as often effects as causes of social change.     

Enhancing occupational health and safety in young workers: the role of social marketing

• Young workers (age 15–24) suffer work‐related injury at a much higher rate than older workers, yet research on the role and effectiveness of social marketing to influence and improve workplace safety is limited.
• A review of the relevant literature reveals that significant gaps exist in terms of effectively using social marketing to reduce young worker injury rates.
• A comprehensive, multi‐faceted social marketing approach is required to address young worker safety.
• Directing more attention toward the practice of social marketing can enhance the effectiveness of campaigns to reduce workplace injuries.

Copyright © 2007 John Wiley & Sons, Ltd.     

Dead cert or long shot: the utility of social marketing in tackling problem gambling in the UK?

• Social marketing has grown from a fledgling discipline to one recognised as an established means of eliciting behaviour change. Concomitant with the maturation of social marketing has been an increasing focus on expansion into new and untapped areas for behaviour change. This paper examines the utility of applying social marketing to problem gambling in the UK by briefly detailing the development of social marketing and evidence of its effectiveness with traditional public health issues, and its applicability with emerging areas; outlining the situation in the UK regards problem gambling, and why this represents such a fertile testing ground for social marketers and proposing a broad agenda highlighting the potential applications of social marketing in relation to problem gambling, whilst considering the challenges that could encumber the effectiveness of such interventions.

Copyright © 2008 John Wiley & Sons, Ltd.     

Interactive identity work of professionals in management: a hospital case study

ABSTRACT

Hybrid professional managers appear less effective in introducing management into public professional settings than policymakers hope. To date, research has offered little understanding of professionals’ identity transition challenge and the role of social interactions underpinning this process. We studied the identity work of hybrid doctors inside a large public health-care organization, finding that it takes place through processes of familiarizing with management, rationalizing being a hybrid, and legitimizing the new role-identity. We contribute to the literature by showing that identity work is distributed and enabled by social interactions beyond the professional group. Implications for policymakers and executives are discussed.     

HRM implementation by multiple HRM actors: a social exchange perspective

Abstract

In this study, we understand HRM implementation as a social process that depends on the social exchange relationships between line managers and both HRM professionals and employees. As such, we offer a fresh approach to understanding HRM implementation by concentrating on the social exchange among HRM actors. We do so by investigating to what extent these exchange relationships influence HRM implementation, as reflected in employees’ perceptions of the presence of HRM practices and their affective commitment. We collected multilevel data from two sources (line managers and employees) and in two phases in a Dutch engineering firm, and obtained fully matched manager – employee information from 75 employees and 20 line managers. Our results show that employees perceive a larger number of HRM practices when they have a good relationship with their line managers and when their line managers are motivated to implement HRM practices. Line managers, in turn, reciprocate perceived support from the HRM department with greater motivation to implement these practices. We conclude that because HRM actors engage in social interactions, HRM practices will be implemented at the organizational level because employees perceive the presence of HRM practices and then reciprocate this with affective commitment.     

Regional engagement of locally anchored firms and its influence on socio-economic development in two peripheral regions over time

Abstract

This article sets out to explore the ways locally anchored firms in peripheral regions influence regional social capital through regional engagement and how this contributes to socio-economic development. Through regional engagement firms shape regional contexts by generating concrete outcomes, such as setting up schools (structural aspect) and by possibly influencing regional bonding and bridging social capital (social aspect). To examine the effects of regional engagement and its possible influence on bonding and bridging social capital of regional firms, an analytical framework is developed distinguishing between inclusive/exclusive agency for inclusive/exclusive benefit. This article focuses on regional engagement in two Swiss peripheral regions, which have followed different development paths in spite of their common institutional framework and geographical proximity. This study aims to gain insight into the ‘how’ of regional engagement and its influence on regional social capital and to examine the assumption of higher levels of regional social capital in a dynamic region from a long-term perspective (ca. 1850–2015). The findings of the qualitative research show that the dynamic Rhine Valley indeed disposes of higher levels of regional social capital than the less dynamic Toggenburg, which is related to the willingness of firms and other actors to collaborate for regional interests.     

Entrepreneurship at the Local Government Level: Stimulating and restraining forces in the Swedish waste management industry

Abstract

This article explores influential forces on public sector entrepreneurship in two different organizational forms: the local government administration and the local government corporation. In arguing for the need to consider the context of organizational form, this article presents a development beyond existing research on public entrepreneurship (PE) which so far has been conducted only to a limited extent. The inductive analysis identifies factors not previously perceived as influential on PE. These findings support the importance of distinguishing between organizational forms. Finally, the findings can be used for formulating hypotheses possible to test in larger research designs.     

The Social Marketing of Giving

Abstract

Despite significant government efforts to bolster individual philanthropy, giving by individuals (as a percentage of household income) has remained remarkably static and participation in many western countries is declining. This article explores the role that governments might play in facilitating growth, from a social marketing perspective. Drawing on research from multiple domains this article proposes an easily accessible and actionable framework (1) to inform public policy and (2) to guide further impactful academic research, with the objective of increasing both participation in, and the monetary value of, individual giving.     

What messages does social marketing advertising send? A content analysis of advertisements aiming to minimise harm from alcohol consumption

• While excess alcohol consumption remains one of the most pressing problems for government and society in many countries, the role of social marketing as a tool for shaping a responsible alcohol consumption culture has grown in significance. This research focuses specifically on the communication aspect of social marketing in the form of social marketing advertising. This study seeks to explore what types of approaches and messages are most prevalent in social marketing advertising campaigns that aim to minimise harm from excess alcohol consumption. This study applies the content analysis method to identify the main themes and messages in a sample of social marketing advertisements. A total of 14 social marketing advertising campaigns, including 29 advertisements, was identified. The analytical framework for this research included both positive and negative consequences of alcohol consumption, and two main social marketing advertising approaches identified in the literature: empowering and patronising. This study found that the patronising approach and a strong focus on the negative consequences of alcohol consumption are prevalent in contemporary social marketing campaigns aimed at minimising harmful drinking behaviours. Social marketing too often takes a patronising approach to encouraging behavioural change. More social marketing efforts should be directed towards identifying how to facilitate and support behaviour change through empowerment by providing consumers with alternative behavioural options.

Copyright © 2015 John Wiley & Sons, Ltd.