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The purpose of this paper is to propose an integrative framework for vulnerability analysis in social marketing systems by identifying, investigating and problematising the relationships among several interrelated concepts, including power, power asymmetry, vulnerability and resilience, in the context of social marketing systems.

This is a conceptual paper synthesising literature from social marketing, sociology and marketing management.

The main outcome of the discussion is a proposed integrative framework for vulnerability analysis. The framework identifies the main groups of stakeholders within a social marketing system and the bases for their power and consequential power asymmetries. It focusses on the types and states of vulnerability to identify the distinct characteristics of the social conditions of vulnerability for micro-level system actors. It leads to building positive resilience through efforts aiming to change the power asymmetries at the downstream, midstream and upstream levels.

The integrative framework for vulnerability analysis answers the call from Wood (2019) for the development of practical approaches to better understand resilience-building approaches in social marketing programmes. The framework provides reconciliation for diverse dimensions of vulnerability as a natural characteristic of all social marketing systems and as a universal, constant and inherent social condition.

In this paper the authors share, and reflect critically on, the experience of using digital storytelling (DS) methods in a South African township. We interrogate the innovations prompted as we operationalized DS in a context that has historically prized collectivist values and that experiences chronic resource constraints.

The authors ask: How can DS be optimally used to understand youth resilience in a collectivist, developing context? The authors worked with 18 older adolescents (aged 18–24) during two day-long events. The authors provide detailed descriptions of the method used, and offer reflections focusing on narrative, visuals and technology-mediation.

This study concludes by sharing four key lessons learned during the project. First, revisit the definition of “story” for your context, participant group and time. Second, a slower process yields more meaningful product. Third, facilitator competence matters. Finally, advance and deeper thinking about the ways in which technology will be used leads to richer research outcomes.

The paper reflects on the interplay between the transactional nature of contemporary digitally-mediated methods in a low-resource setting and with a seldom-heard population, and it's relationship with the ancient local traditions of story-making and audiencing.

This paper aims to explore the relationship between entrepreneurship and resilience in an indigenous context. The overarching research questions are: What are the mechanisms that link entrepreneurial thought and action to resilience in a marginalized context? How can entrepreneurial thought and actions lead to building economic, community and cultural resilience?

An exploratory-naturalistic case study methodology was used to examine the entrepreneurial journey of the Boruca. Data were collected from in-depth semi-structured and unstructured interviews among 10 informants over a five-year period. Constant comparative method was used to analyze the data.

Due to the need to survive, the Boruca engaged in entrepreneurial thought and action, which, in turn, led to the development of community, cultural and economic resilience. The authors developed a conceptual model to illustrate how individual resiliency gained through entrepreneurial thought and action led to community, cultural and economic resiliency of the Boruca.

This paper examines the entrepreneurial journey of one of the eight indigenous tribes of Costa Rica. Future research should expand their sample to include the other indigenous contexts.

From a practical standpoint, this paper suggests the need for entrepreneurial training among indigenous businesses as a key factor in developing resiliency. This is applicable for non-profit, for-profit and public organizations interested in preserving world ethnic cultures and empowering indigenous people.

Gaining deeper and richer insights into the linkages of resilience and entrepreneurial success is important for supporting efforts of those seeking to forge pathways out of poverty.

This paper suggests a different view of the relationship between resilience and entrepreneurship when the context is outside of the resource-rich context of the developed world.

The purpose of this paper is to develop and validate a scale for measuring a customer’s perception of customer relationship management (CRM) initiatives of a bank. Based upon resource-based view, CRM technology capability has been conceptualized as a multidimensional construct comprising of technology, people and business resource (process). This study aims to develop a comprehensive scale for performance measurement of CRM technology capability, customer orientation and co-creation from the customer perspective.

A systematic scale development process was adopted consisting of three phases, a qualitative inquiry which included item generation through literature review, expert opinion and focus group study, scale purification and refinement using item analysis and exploratory factor analysis, and scale validation using confirmatory factor analysis. The study sample consisted of 324 respondents, with a usable response rate of 68 percent.

The findings of the empirical study resulted in a 42-item scale that measures CRM technology capability (technology, people and process), customer orientation, co-creation and relationship quality and outcome (RQO) (satisfaction, trust, commitment and loyalty). The predictive validity assessment model suggested that CRM technology capability has a higher impact on RQO. The empirical findings also suggest that technology is found to be the most important factor compared to people and process for CRM technology capability. The findings are aligned with literature review and expert opinion that the evolving collaborative-technologies-enabled CRM technology capability has changed the customer relationship paradigm.

The study focused on a scale specific to the banking sector to avoid conjoint factors, whereas a more generalized scale would have wider applicability across industries. The current study sought to broaden the coverage by including a large number of banks who have implemented CRM.

This reliable and valid scale can help practitioners in measuring the effectiveness of their CRM implementation from the customer’s perspective, and provide insights that will help them in bridging the gap between their intended objective and actual implementation. They can also use this study to measure pre- and post-CRM implementation to see the effectiveness. This study also provides relevance of customer orientation and offers insight about co-creation which has taken the center stage because of the emergence of collaborative technologies.

This will help in measuring perception of the customer which is an important stakeholder in the engagement. This can help organizations in proactively taking care of customer’s rights and measuring the level of satisfaction proactively, which has become a regulatory requirement in many economies.

This study is possibly one of the first to develop a psychometrically valid scale to measure the customer’s perception of CRM using direct measures. The findings provide insight into the factors that contribute to the effectiveness of CRM practices in the banking sector. This study demonstrates that CRM technology capability, customer orientation and co-creation play a very critical role.