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The purpose of this paper is to report on research designed to assess the impact of sponsorship financing of social marketing initiatives on the evaluation of those social marketing programs.

The research utilizes an in-depth, multi-method case study of the Canadian Mental Health Association Calgary Region (CMHA-CR) who carried out a social marketing campaign concerning mental health behaviors that was largely financed by sponsors.

The sponsorship of the CMHA-CR social marketing program was complex with a total of 15 stakeholders involved as sponsors, partners and grantors. The research reveals that while there is considerable sharing of objectives among the stakeholders in this sponsorship, not all objectives are shared between sponsors and sponsees, and not all objectives are shared between the public and private sector sponsors of the program.

The research showed that because sponsors and sponsees share in many of the objectives of the social marketing campaign, the evaluation of the social marketing campaign, particularly its ability to achieve the social marketing-specific objectives, is of interest to all the stakeholder parties, and effective social marketing evaluation must also incorporate evaluation of the non-shared objectives of all sponsorship stakeholders.

Increasing social needs, accompanied by reduced government funding and increased competition amongst not-for-profit (NFP) organizations for that funding, are driving NFPs to seek innovative approaches to financing their social programs. The research reports initial findings critical in this environment, as well as raises issues and questions related to future research.

The purpose of this paper is to empirically test O’Reilly and Madill’s (2012) process model to assess social marketing elements of a multi-year partnership between Coca-Cola Canada and a physical activity microgrant program, known as Teen Challenge, managed by ParticipACTION, a Canadian not-for-profit organization that champions sport and physical activity participation. ParticipACTION’s Teen Challenge is a multi-year initiative that was developed in 2008 and involves over 5,800 community organizations (COs) and over 500,000 Canadian teens across the nation (ParticipACTION, 2016).

A series of ten hypotheses related to the evaluation are tested using longitudinal data from event participants over a five-year period from 2009 to 2013.

The study revealed that sponsor and sponsee shared objectives around sport participation, including the three found in this study. Practically, this is a positive result for sport participation properties who might now consider this as part of a sponsorship sales strategy. The research found that both Coca-Cola Canada and ParticipACTION have the following shared objectives in this particular sponsorship: motivate and support youth to get active and live a healthy life; remove barriers that youth face in getting physically active; and encourage more COs to be involved in the program. Conceptually, this finding extends the discussion of shared social marketing objectives in sponsorship proposed by Madill and O’Reilly (2010).

The findings support the sponsorship literature, in suggesting that shared objectives among sponsorship partners are important for the sponsorship to achieve successful outcomes (Cornwell et al., 2001). Shared sponsorship objectives can be utilized as a strategic tool for the sponsee to demonstrate the effectiveness of the program and to build a long-term relationship. The results of the logistic regression analysis indicate that COs which viewed partners’ collaboration as positive agreed that the Teen Challenge program made physical activity more accessible and affordable for youth.

This study provides several important implications for non-profit organizations that aim to establish an effective social marketing campaign. One way for non-profit organizations to build a strong relationship with sponsors was through positive collaboration where the two partners work together (e.g. activation) to maximize the sponsorship’s effectiveness. First, it increased youth participation in the Teen Challenge program and made it affordable for teens to participate in other physical activity programs. Second, it enhanced Coca-Cola’s image as supporters of active lifestyle in the eyes of COs. Finally, it affected the likelihood that COs would recommend the program.

Results of the survey of COs that are registered with the program provides us with another important finding that positive partner collaboration is only one component of overall effectiveness. Another component would be to take action to communicate to COs that positive collaboration indeed took place in the sponsorship. One way to achieve this goal is to demonstrate to COs the importance of funding that the sponsor provides as well as the impact of sponsorship partners’ positive collaboration on the overall program. The authors also found that sponsorship partners’ positive collaboration in the delivery of the Teen Challenge program played an important role in whether COs recommend the program to others.

The results of this research contribute to the evaluation of the sponsorship of a health-oriented social marketing sponsorship of a sport participation property or sponsee (ParticipACTION) and a major brand as sponsor (Coca-Cola).

Despite the increasing importance of shared leadership, researches examining its relations with vertical leadership, a complementary source of power, has been scarce. Therefore, the purpose of this paper is to extend the authors’ knowledge on this little-known topic by analysing vertical and shared leadership interactions in a change management project.

A qualitative content analysis based on nine semi-structured interviews with top and middle managers, and a dataset of documents including corporate reports, a Road Map book and presentations was carried out, analysing the reciprocal leadership relationships by using an extended framework, which includes directive, transformational, transactional and empowering behaviours.

Both in radical and incremental step, vertical as well as shared leadership interacted, showing their reciprocal need to deal with change. Leadership approaches and behaviours, conceptually and empirically distinct, even if highly related, are complementary sources that shape a constant compromise, according to the contextual demands of the project, to face change.

Further studies could strengthen the generalizability of the findings that suffer for the qualitative method. Moreover further studies could extend leadership interactions beyond leader-change management team relationships to the top-bottom levels of the organization. Contribution to theory is mainly twofold. First, findings highlight that for every specific change phase, both radical and incremental ones, different gradients of vertical and shared leadership are required. Second the authors found that leadership behaviours could be contrasting, requiring the ability to perform the multiple roles and behaviours in a well-balanced way in order to deal with the contextual demands of the change project.

The paper includes implication for developing and training leaders, as well as followers, to have effective and multiple leadership skills and be able to apply them in different contexts, both by switching from vertical to shared, and vice versa, and by having the capability to respond with appropriately behaviours to a wide range of situations, that could also be mixed and opposing more than linear.

The paper fills a gap in research about the interactions between vertical and shared leadership dynamics, through a qualitative study, during a change management project.

Firms face the challenge of developing learning capabilities that enable them to work as part of an effective business network. While an extensive literature examines learning capabilities within the firm, little attention has been given to shared learning that occurs between networked firms. This study aims to explore how a manufacturer and businesses services provider learn to develop their supply network. Specifically, this research investigates four areas of shared learning that are central to supply network success, and discusses the development of shared learning capabilities within a supply network.

The paper presents an in‐depth, longitudinal case study of a supply network that involves an engineering company and two business services suppliers.

The study suggests that developing shared learning capabilities in four key areas is imperative for network success: business relationships, customers’ desired values, firm boundaries, and network structures. Furthermore, there are three distinct types of shared learning that were common to all four areas of shared learning identified. These are: strategic shared learning, operational shared learning, and exchange shared learning.

The research findings are based on a single case study. Additional research across multiple case studies is needed in order to verify the findings reported.

The four learning areas have significant managerial implications for the way managers develop mechanisms to capture and share learning associated with developing supply networks.

This research addresses a gap in the literature concerning the areas of learning capabilities for developing a supply network. The findings are important to research and practice with regard to how companies develop learning capabilities.

The purpose of this study is to empirically investigate the influence of shared goals and hope on knowledge sharing and knowledge creation in organizations. Furthermore, it examines the mediating role of hope in the relationship between shared goals and knowledge sharing and between shared goals and knowledge creation.

This study has used quantitative research methodology wherein the data have been collected from 221 employees of information technology (IT) companies in India using survey questionnaire. Structural equation modelling has been applied to test the hypotheses of the study.

The findings of the study reveal that shared goals and hope positively influence knowledge sharing and knowledge creation. Shared goals also affects hope positively. Further, hope acts as a mediator between shared goals and knowledge sharing and between shared goals and knowledge creation.

This study is a cross-sectional study conducted in IT companies in India. It can be supplemented by future studies through qualitative approaches and longitudinal data collection.

The study makes a significant contribution to literature by considering shared goals and hope as antecedents of knowledge sharing and knowledge creation. It provides directions to managers to focus on various interventions to strengthen shared goals and hope amongst employees to motivate them to share and create knowledge that can help the organization to get sustainable competitive advantage.

To the best of authors’ knowledge, this study is an early study conducted to examine the influence of shared goals and hope on knowledge sharing and knowledge creation. Further, hardly any study has examined the mediating role of hope in the relationship between shared goals and knowledge sharing and between shared goals and knowledge creation.

This chapter highlights a study showing that knowledge sharing and envisioning processes can have positive effects on human and social capital growth within a network. The chapter begins by arguing that a responsible development perspective can be more proactive approach than a sustainability perspective. Some actors (non-profit, public, and private) have achieved responsible development goals by integrating values, purposes, and visions. More specifically, we conducted a study testing a methodology that can guide a process of building a strategic vision within a network with the goal of improving their responsible development orientation. The chosen methodology is “Participatory Action Research.” The implementation of the envisioning process was studied via quantitative/qualitative research tools. The methodology was tested in an official cross-country project funded by the European Commission. The project was selected as a best practice by the same European Union Commission. The study highlights the importance of envisioning processes in building social and human capital at the inter-organizational level and, in particular, in highly complex sectors such as those oriented toward improving social responsibility. In fact, work on the envisioning process itself represents an essential instrument for developing strategic objectives to be shared among actors within networks that intend to promote responsible development and improve their human and social capital. This bottom-up process of envisioning can also facilitate cultural interaction among community members, even in a cross-country context. This relevant “learning-by-interacting” experience can create a growth process for the human and social capital of entire communities. The creation of social capital also promotes the development of shared knowledge and advances, leading to the general understanding of common core objectives and appropriate ways of acting within the social system. The chapter ends with recommendations for future research.

The purpose of this study is to explore the agile project management (APM) approach through the contextual ambidextrous lens by overcoming the traditional perspective that separates projects within the opposite planned-exploitation- and emergent-exploration-oriented forms.

This study uses a grounded approach to five different agile-oriented companies for discovering how agile adoption shows both emergent (exploration-oriented) and planned (exploitation-oriented) tensions in a perspective that connects, rather than separates, them.

This study discovers five main categories, namely, approach, objectives, boundaries, leadership and feedback, that capture the tensions between planned and emergent issues of agile projects. The identified variables interact with different intervening conditions of the APM attributes (i.e. road map, product backlog, team backlog and solution delivery), activating different response actions (“exploitation embedded in exploration” and vice-versa), requiring, as a consequence, the need for contextual ambidexterity.

This study identifies different implications based on real project contexts, as the importance of a more complete picture of the APM approach, which also considers the combination of planned and emergent aspects of projects and, as consequence, the needs for dual capacities (T-shaped skills) both at project management and team levels.

This study identifies, in real project contexts, the relevance of integration between the corporate level and the agile project team. This implies the search for constant dialogue, with feedback exchange spread across all levels, also enabled by an integrated leadership approach.

This study highlights agile tensions in a real-world project context by describing how APM connects both explorative and exploitative aspects of change within the same APM initiative, in order to manage such tensions, which differs from previous studies that consider APM in alternation with a linear project management approach as stage-gate.

This paper aims to investigate user health information seeking and sharing patterns and content in an online diabetes community and explore the similarities and differences in the ways and themes they expressed.

Multiple methods are applied to analyze the expressions and themes that users seek and share based on large-scale text data in an online diabetes community. First, a text classifier using deep learning method is performed based on the expression category this study developed. Second, statistical and social network analyses are used to measure the popularity and compare differences between expressions. Third, topic modeling, manual coding and similarity analysis are used to mining topics and thematic similarity between seeking and sharing threads.

There are four different ways users seek and share in online health communities (OHCs) including informational seeking, situational seeking, objective information sharing and experiential information sharing. The results indicate that threads with self-disclosure could receive more replies and attract more users to contribute. This study also examines the 10 topics that were discussed for information seeking and 14 topics for information sharing. They shared three discussion themes: self-management, medication and symptoms. Information about symptoms can be largely matched between seeking and sharing threads while there is less overlap in self-management and medication categories.

Being different from previous studies that mainly describe one type of health information behavior, this paper analyzes user health information seeking and sharing behaviors in OHCs and investigates whether there is a correspondence or discrepancy between expressions and information users spontaneously seek and share in OHCs.

This study aims to investigate the role of green strategic alliances (GSAs) in fostering a green shared vision (GSVis) and green shared value (GSV) and their impact on green organizational identity (GOI) and sustainability.

The authors employed structural equation modeling to analyze data collected through a 60-item questionnaire administered in Portugal and China, allowing the authors to test their theoretical model.

The findings of the authors' study indicate that green strategic alliances have a positive influence on the development of a GSVis and GSV in both countries. This, in turn, contributes to improved sustainability and the establishment of a GOI. Furthermore, the authors' results demonstrate that these alliances enhance GSV, resulting in enhanced sustainability performance and a stronger green identity, with a notable increase in awareness of environmental and social practices.

This article is innovative as it applies organizational learning and value creation theories to gain a deeper understanding of how alliances can shape the green identity of companies and contribute to their overall sustainability.