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Value co‐creation in social marketing: functional or fanciful?

Value co‐creation in social marketing: functional or fanciful? Purpose – Value co‐creation thinking is reshaping the understanding of markets and marketing and presents a significant opportunity to develop the theory and practice of social marketing. However, whilst value co‐creation offers thought‐provoking new directions for the field, applying this theory and its core concepts in social marketing is not without significant challenges. The paper aims to discuss these issues. Design/methodology/approach – This is a conceptual paper that seeks to integrate lessons from social marketing practice with the value co‐creation discourse from commercial marketing. Drawing upon two projects that have applied principles of collaboration and co‐design, the paper provides a critical perspective on the adoption of value co‐creation in social marketing. Findings – The collaborative and emancipatory ambitions of co‐creation seem highly compatible with social marketing. However, the paper notes some significant conceptual, ethical and practical obstacles in the path of a workable theory of value co‐creation for social marketing. Originality/value – While representation of value co‐creation and other collaborative approaches is increasing in the social marketing literature, this is the first attempt to provide an integrated and critical review of their compatibility with social marketing at a conceptual, ethical and theoretical level. The analysis shows that value co‐creation theory can simultaneously offer opportunities and present obstacles for social marketing. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Social Marketing Emerald Publishing

Value co‐creation in social marketing: functional or fanciful?

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Publisher
Emerald Publishing
Copyright
Copyright © 2013 Emerald Group Publishing Limited. All rights reserved.
ISSN
2042-6763
DOI
10.1108/JSOCM-03-2013-0020
Publisher site
See Article on Publisher Site

Abstract

Purpose – Value co‐creation thinking is reshaping the understanding of markets and marketing and presents a significant opportunity to develop the theory and practice of social marketing. However, whilst value co‐creation offers thought‐provoking new directions for the field, applying this theory and its core concepts in social marketing is not without significant challenges. The paper aims to discuss these issues. Design/methodology/approach – This is a conceptual paper that seeks to integrate lessons from social marketing practice with the value co‐creation discourse from commercial marketing. Drawing upon two projects that have applied principles of collaboration and co‐design, the paper provides a critical perspective on the adoption of value co‐creation in social marketing. Findings – The collaborative and emancipatory ambitions of co‐creation seem highly compatible with social marketing. However, the paper notes some significant conceptual, ethical and practical obstacles in the path of a workable theory of value co‐creation for social marketing. Originality/value – While representation of value co‐creation and other collaborative approaches is increasing in the social marketing literature, this is the first attempt to provide an integrated and critical review of their compatibility with social marketing at a conceptual, ethical and theoretical level. The analysis shows that value co‐creation theory can simultaneously offer opportunities and present obstacles for social marketing.

Journal

Journal of Social MarketingEmerald Publishing

Published: Oct 4, 2013

Keywords: Value co‐creation; Social marketing; Co‐creation processes; Collaborations; Value

References