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Travelling alone or travelling far? Meso-level value co-creation by social marketing and for-profit organisations

Jeff French (Strategic Social Marketing, Conford, UK)
Rebekah Russell-Bennett (School of Advertising, Marketing and Public Relations, Queensland University of Technology, Brisbane, Australia)
Rory Mulcahy (School of Business, University of Sunshine Coast, Maroochydoore, Australia)

Journal of Social Marketing

ISSN: 2042-6763

Article publication date: 10 July 2017

Abstract

Purpose

This paper aims to explore the potential contributions of the for-profit sector in integrating resources with social marketing organisations for value co-creation at the meso level (midstream) of the social marketing eco-system. The paper addresses calls for further theorisation and understanding of value co-creation beyond the micro level (downstream).

Design/methodology/approach

The paper draws from social marketing, value co-creation and eco-systems literature to present a conceptual model for meso-level value co-creation between social marketing and for-profit organisations.

Findings

The paper proposes four dimensions of resources which can be integrated: cognitive, labour, economic and network. Additionally, it is proposed that from these integrated resources, three co-creation outcomes can be achieved – co-learning, co-design and co-production – which lead to improved value propositions.

Practical implications

This paper offers a framework for strategic planning and evaluation regarding partnerships and collaborations with for-profit organisations, which potentially lead to greater value propositions being offered.

Originality/value

This paper furthers the theoretical discussions and understanding of value co-creation in social marketing at the meso level. The paper identifies a new actor – for-profits – as a potential collaborator for value co-creation with social marketing organisations and contributes new understanding about value co-creation at the meso level between social marketing and for-profit organisations. Further, the paper describes and reviews the potential contributions of for-profits to social marketing efforts.

Keywords

Citation

French, J., Russell-Bennett, R. and Mulcahy, R. (2017), "Travelling alone or travelling far? Meso-level value co-creation by social marketing and for-profit organisations", Journal of Social Marketing, Vol. 7 No. 3, pp. 280-296. https://doi.org/10.1108/JSOCM-12-2016-0088

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited