Luca, Nadina R, Hibbert, Sally and McDonald, Ruth (2016) Midstream value creation in social marketing. Journal of Marketing Management. pp. 1145-1173.
Abstract
The purpose of this study is to develop improved understanding of how value is created at the midstream (meso) level in a collaborative smokefree 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.
Metadata
Item Type: | Article |
---|---|
Authors/Creators: |
|
Copyright, Publisher and Additional Information: | © 2016 Westburn Publishers Ltd. |
Keywords: | social marketing,value creation,midstream,smoking,networks,service |
Dates: |
|
Institution: | The University of York |
Academic Units: | The University of York > Faculty of Social Sciences (York) > The York Management School |
Depositing User: | Pure (York) |
Date Deposited: | 28 Oct 2016 08:58 |
Last Modified: | 30 Mar 2025 00:05 |
Published Version: | https://doi.org/10.1080/0267257X.2016.1190777 |
Status: | Published |
Refereed: | Yes |
Identification Number: | 10.1080/0267257X.2016.1190777 |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:106666 |
Download
Filename: Midstream_Value_creation_in_social_marketing_JMM.docx
Description: Midstream Value creation in social marketing JMM