Co-creation of value in social marketing business initiatives: A multi-case study

Authors

  • Andréia Aparecida Albino Instituto Federal de Educação, Ciência e Tecnologia do Sudeste de Minas Gerais, Campus Rio Pomba
  • Luís Alexandre Grubits de Paula Pessôa Pontifícia Universidade Católica do Rio de Janeiro (PUC-Rio)

DOI:

https://doi.org/10.21118/apgs.v11i2.5295

Keywords:

Marketing Social, Cocriação de Valor, Lógica de Serviço

Abstract

Considering the potential of social marketing and the emergence of service dominant logic, this multi case study aims to identify, from the actors’ perspectives, especially the target audience, how the co-creation of value is addressed in social marketing projects developed by a private company in partnership with other organizations in Brazil. Three initiatives that covered areas of public interest were studied: separation of solid residues, cardiovascular health care and hygiene habits, especially hand washing. The data collection took place through forty personal interviews, observation, examination of files and documents, in a qualitative analysis. It was found that the studied initiatives feature the co-creation of many value elements, and the downstream approach is more inclined towards the change of individual behavior. . Apart from identifying aspects to improve procedures, the study cooperates with the operationalization of the co-creation of value concept in social marketing.

Keywords: Social marketing, co-creation of value, service dominant logic. 

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Author Biographies

Andréia Aparecida Albino, Instituto Federal de Educação, Ciência e Tecnologia do Sudeste de Minas Gerais, Campus Rio Pomba

Docente do Departamento Acadêmico de Ciências Gerenciais

Luís Alexandre Grubits de Paula Pessôa, Pontifícia Universidade Católica do Rio de Janeiro (PUC-Rio)

Professor da área de marketing do IAG - Escola de Negócios da PUC Rio

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Published

2019-04-01

How to Cite

Albino, A. A., & Alexandre Grubits de Paula Pessôa, L. (2019). Co-creation of value in social marketing business initiatives: A multi-case study. Administração Pública E Gestão Social, 11(2), 142–160. https://doi.org/10.21118/apgs.v11i2.5295

Issue

APRIL-JUNE 2019: 11(2)

Section

Articles

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