Opportunities for social activism in transformative service research: a research agenda

Abstract

Purpose

This paper highlights the potential of social activism – defined as a public act that aims to challenge the status quo by bringing alternative views or narratives to the debate – in transformative service research and proposes a future research agenda.

Design/methodology/approach

This paper builds upon a review of social activism in the management and communications literature to identify its potential for social change in service (eco)systems.

Findings

This paper outlines three ways in which social activism can influence companies (external activism, internal activism, and activism as practice) and illustrates how they can be used to advance transformative service research in selected priority areas.

Research limitations/implications

This paper develops a future research agenda and suggests research questions that could guide scholarly inquiry at the intersection of social activism and transformative service research.

Practical implications

For managers and policy makers, this paper highlights how social activism can influence companies' attempts to drive social change.

Originality/value

This paper is among the first to link social activism and transformative service research and highlight novel research opportunities at their intersection.

Citation

Keränen, J. and Olkkonen, L. (2022), "Opportunities for social activism in transformative service research: a research agenda", Journal of Service Management, Vol. 33 No. 4/5, pp. 634-647. https://doi.org/10.1108/JOSM-11-2021-0446