Midstream value creation in social marketing

Nadina R. Luca, Sally HIBBERT, Ruth McDonald

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Abstract

The purpose of this study is to develop improved understanding of how value is created at the midstream (meso) level in a collaborative smoke-free homes and cars social marketing programme. The study adopts a qualitative approach including interviews and observation. The findings show that the co-creative organisational model adopted for the Smokefree programme affords access to resources and capabilities of midstream actors and provides opportunities for reshaping and mobilising existing value networks. The focal organisation has a key role in coordinating, connecting actors and providing resources to facilitate value co-creation at the network level. The study illustrates that the service interaction allowed for customer-centred cues for action which took into account their context and the existence/lack of resources for value creation. The implications of this study are discussed, in particular, in terms of the role of focal organisations in managing value networks, the social context, configurational fit and resources of actors involved in community-based social marketing and the need for policies and practices to provide health professionals with role support for health promotion.

Original languageEnglish
JournalJournal of Marketing Management
Early online date21 Jun 2016
DOIs
Publication statusPublished - 2016

Keywords

  • community
  • midstream
  • resources
  • service perspective
  • smoke-free
  • social context
  • Social marketing
  • value creation
  • value network

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