Midstream value creation in social marketing

Luca, Nadina Raluca; Hibbert, Sally; McDonald, Ruth

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.

Citation

Luca, N. R., Hibbert, S., & McDonald, R. (2016). Midstream value creation in social marketing. Journal of Marketing Management, 32(11-12), 1145-1173. https://doi.org/10.1080/0267257X.2016.1190777

• Journal Article Type: Article
• Acceptance Date: Apr 16, 2016
• Online Publication Date: Jun 21, 2016
• Publication Date: Jun 21, 2016
• Deposit Date: Nov 30, 2016
• Publicly Available Date: Nov 30, 2016
• Journal: Journal of Marketing Management
• Print ISSN: 0267-257X
• Electronic ISSN: 1472-1376
• Publisher: Routledge
• Peer Reviewed: Peer Reviewed
• Volume: 32
• Issue: 11-12
• Pages: 1145-1173
• DOI: https://doi.org/10.1080/0267257X.2016.1190777
• Keywords: social marketing, community, service perspective, value network, value creation, resources, social context, midstream, smokefree
• Public URL: https://nottingham-repository.worktribe.com/output/794092
• Publisher URL: http://www.tandfonline.com/doi/full/10.1080/0267257X.2016.1190777?src=recsys
• Additional Information: REF_eligibility comment: This paper was accepted for publication on 16/04/2016 and published on 21/06/2016. The AAM was deposited by the a co-author of the paper, in the research repository of the University of Manchester on 26/07/2016, i.e. within 3 months of the date of publication. Date of deposit confirmed by University of Manchester repository staff as the date is not visible in the publicly-available record (https://www.research.manchester.ac.uk/portal/en/publications/midstream-value-creation-in-social-marketing(4e11198f-3093-4c6c-bf8d-7d006e012324).html). [Comment from Julie Baldwin email of 19/11/18 10:33. TJJ]; ; ; This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 21 June 2016, available online: http://www.tandfonline.com/10.1080/0267257X.2016.1190777.