Non-linear causal modelling in social marketing for wicked problems

2017 ◽  
Vol 7 (3) ◽  
pp. 305-329 ◽  
Author(s):  
Christine Domegan ◽  
Patricia McHugh ◽  
Brian Joseph Biroscak ◽  
Carol Bryant ◽  
Tanja Calis
Keyword(s):  
Social Marketing ◽  
Cognitive Mapping ◽  
Wicked Problems ◽  
Problem Definition ◽  
Wicked Problem ◽  
Illustrative Case ◽  
Content Type ◽  
Causal Modelling ◽  
Non Linear ◽  
Modelling Techniques

PurposeThe purpose of this paper is to show how non-linear causal modelling knowledge, already accumulated by other disciplines, is central to unravelling wicked problem scoping and definition in social marketing. Design/methodology/approachThe paper is an illustrative case study approach, highlighting three real-world exemplars of causal modelling for wicked problem definition. FindingsThe findings show how the traditional linear research methods of social marketing are not sensitive enough to the dynamics and complexities of wicked problems. A shift to non-linear causal modelling techniques and methods, using interaction as the unit of analysis, provides insight and understanding into the chains of causal dependencies underlying social marketing problems. Research limitations/implicationsThis research extends the application of systems thinking in social marketing through the illustration of three non-linear causal modelling techniques, namely, collective intelligence, fuzzy cognitive mapping and system dynamics modelling. Each technique has the capacity to visualise structural and behavioural properties of complex systems and identify the central interactions driving behaviour. Practical implicationsNon-linear causal modelling methods provide a robust platform for practical manifestations of collaborative-based strategic projects in social marketing, when used with participatory research, suitable for micro, meso, macro or systems wide interventions. Originality/valueThe paper identifies non-linear causality as central to wicked problem scoping identification, documentation and analysis in social marketing. This paper advances multi-causal knowledge in the social marketing paradigm by using fuzzy, collective and interpretative methods as a bridge between linear and non-linear causality in wicked problem research.

scholarly journals Uncovering wicked problem’s system structure: seeing the forest for the trees

2017 ◽  
Vol 7 (1) ◽  
pp. 51-73 ◽  
Author(s):  
Ann-Marie Kennedy ◽  
Sommer Kapitan ◽  
Neha Bajaj ◽  
Angelina Bakonyi ◽  
Sean Sands
Keyword(s):  
Systems Thinking ◽  
Wicked Problems ◽  
System Structure ◽  
Wicked Problem ◽  
Illustrative Case ◽  
Social Mechanisms ◽  
Content Type ◽  
Effective Interventions ◽  
Big Picture ◽  
Develop Strategy

Purpose This paper aims to use systems thinking, systems theory and Camillus’ framework for responding to wicked problems to provide social marketers with a theoretically based framework for approaching strategy formation for wicked problems. The paper treats fast fashion as an illustrative case and takes a step back from implementation to provide a framework for analysing and gaining understanding of wicked problem system structure for social marketers to then plan more effective interventions. The proposed approach is intended as a theory-based tool for social marketing practitioners to uncover system structure and analyse the wicked problems they face. Design/methodology/approach Following Layton, this work provides theoretically based guidelines for analysing the black box of how to develop and refine strategy as first proposed in Camillus’ (2008) framework for responding to wicked issues. Findings The prescription thus developed for approaching wicked problems’ system structure revolves around identifying the individuals, groups or entities that make up the system involved in the wicked problem, and then determining which social mechanisms most clearly drive each entity and which outcomes motivate these social mechanisms, before determining which role the entities play as either incumbent, challenger or governance and which social narratives drive each role’s participation in the wicked problem. Originality/value This paper shows that using systems thinking can help social marketers to gain big picture thinking and develop strategy for responding to complex issues, while considering the consequences of interventions.

Iceland: how social mechanisms drove the financial collapse and why it’s a wicked problem

2017 ◽  
Vol 7 (3) ◽  
pp. 330-346 ◽  
Author(s):  
Sarah Maree Duffy ◽  
Gavin Northey ◽  
Patrick van Esch
Keyword(s):  
Social Change ◽  
Social Marketing ◽  
Social Transformation ◽  
Driving Forces ◽  
Wicked Problems ◽  
Wicked Problem ◽  
Social Mechanism ◽  
Content Type ◽  
The Social ◽  
Mechanism Theory

PurposeThe purpose of this paper is to extend the macro-social marketing approach by detailing a framework to better understand the driving forces of wicked problems. Design/methodology/approachThis is a conceptual paper that uses the financial crisis in Iceland as a demonstrative example to show how social mechanism theory can help social marketers and policy makers overcome complexity and strive for the social transformation they seek. FindingsThis paper suggests the utility of social mechanism theory for understanding wicked problems, how they came to be and how social marketing practices can be applied to resolve market complexities. Research limitations/implicationsSocial marketers need to identify what is driving what, to plan and implement interventions that will lead to the social change desired. This paper presents a framework that guides the analyst through this social change process. Originality/valueThis work provides social marketers with the means to understand the “moving parts” of a wicked problem to identify where an intervention is required to achieve the social change sought.

scholarly journals Exploring the wicked problem of athlete and consumer vulnerability in sport

2017 ◽  
Vol 7 (1) ◽  
pp. 94-112 ◽  
Author(s):  
Kate Westberg ◽  
Constantino Stavros ◽  
Aaron C.T. Smith ◽  
Joshua Newton ◽  
Sophie Lindsay ◽  
...  
Keyword(s):  
Social Marketing ◽  
Consumer Research ◽  
Behavioural Change ◽  
Wicked Problems ◽  
Wicked Problem ◽  
Content Type ◽  
Social Good ◽  
Consumer Vulnerability ◽  
Conflicting Objectives ◽  
Insight Into

Purpose This paper aims to extend the literature on wicked problems in consumer research by exploring athlete and consumer vulnerability in sport and the potential role that social marketing can play in addressing this problem. Design/methodology/approach This paper conceptualises the wicked problem of athlete and consumer vulnerability in sport, proposing a multi-theoretical approach to social marketing, incorporating insights from stakeholder theory, systems theory and cocreation to tackle this complex problem. Findings Sport provides a rich context for exploring a social marketing approach to a wicked problem, as it operates in a complex ecosystem with multiple stakeholders with differing, and sometimes conflicting, objectives. It is proposed that consumers, particularly those that are highly identified fans, are key stakeholders that have both facilitated the problematic nature of the sport system and been rendered vulnerable as a result. Further, a form of consumer vulnerability also extends to athletes as the evolution of the sport system has led them to engage in harmful consumption behaviours. Social marketing, with its strategic and multi-faceted focus on facilitating social good, is an apt approach to tackle behavioural change at multiple levels within the sport system. Practical implications Sport managers, public health practitioners and policymakers are given insight into the key drivers of a growing wicked problem as well as the potential for social marketing to mitigate harm. Originality/value This paper is the first to identify and explicate a wicked problem in sport. More generally it extends insight into wicked problems in consumer research by examining a case whereby the consumer is both complicit in, and made vulnerable by, the creation of a wicked problem. This paper is the first to explore the use of social marketing in managing wicked problems in sport.

Towards a general hybrid theory in wicked problem structuring part 1: the foundation

Kybernetes ◽  
2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Maurice Yolles
Keyword(s):  
General Theory ◽  
Agency Theory ◽  
Hybrid Approach ◽  
Wicked Problems ◽  
Academic Disciplines ◽  
Wicked Problem ◽  
Problem Structuring ◽  
Content Type ◽  
Autonomous Agency ◽  
Relational Paradigm

Purpose This paper has two parts, namely, Part 1 and Part 2. The purpose of this paper (Part 1) is to explain an adaptive relational paradigm that can efficaciously respond to the complex issues in wicked problems. A relational paradigm can work across the disciplines and fields that characterise wicked problems. It is also methodologically plural – that is it uses various inquiry instruments together. It becomes a hybrid approach when involving narratives and structured processes enabling the adopted instruments to converge to a coherent (living) story. The purpose of Part 2 will be to provide a theoretical framework that with illustration responds to Part 1. Design/methodology/approach Wicked problems and their issues do not respect academic disciplines, and as they are multidisciplinary, they require a cross-disciplinary approach when seeking resolution. Autonomous agency theory is adopted capable of structuring cross-disciplinary inquiry processes and formulating a hybrid inquiry paradigm. The paper sets up a narrative agency approachable of delivering a structure that results in a general theory of hybrid inquiry. Findings The paradigm, which traditionally defines a field of study conceptualises and regulates approaches that enable inquiry into behavioural systems. Mono-disciplinary, they are not suitable for the resolution of issues that arise from cross-disciplinary wicked problems. To resolve this, a relational paradigm has been defined within which sits a cross-disciplinary hybrid inquiry system. A general theory of hybrid inquiry has been offered. It is shown that agency theory can successfully embrace a relational paradigm. Research limitations/implications To determine the limitations of this theory there is a need to provide exemplars, which is currently premature. Another outcome is to centre on modes of practice in hybrid inquiry, but there is insufficient space for this here. Originality/value This paper makes an original contribution by formulating a structured approach on the creation of a relational paradigm capable of supporting hybrid inquiry. It also adopts cross-disciplinary theory to make its case for a relational paradigm, recognising that wicked problems are cross-disciplinary. As part of the regulatory process, it connects Rittel’s IBIS schema intended to resolve wicked problems issues and the Johari Window and explains how they would relate. A means is suggested for determining the degree of undecidability of wicked problems issues, and hence, that of the models that inquiry produces. This uses formative characteristics that define a modelling space. The paper also adopts Husserl’s concept or lifeworld, which acts as a channel for complex narrative theory through which regulative processes are enabled.

scholarly journals Addressing food insecurity: a systemic innovation approach

2017 ◽  
Vol 13 (3) ◽  
pp. 234-250 ◽  
Author(s):  
Sharon Zivkovic
Keyword(s):  
Food Insecurity ◽  
Design Methodology ◽  
Wicked Problems ◽  
Wicked Problem ◽  
Online Tool ◽  
Content Type ◽  
Systemic Innovation ◽  
Innovation Approach ◽  
First Time ◽  
Practical Implications

Purpose This paper aims to question the utility of addressing food insecurity through food assistance programmes and by separating food security into pillars, and it argues for a systemic innovation and complexity approach. This is achieved by demonstrating that food insecurity is a wicked problem and therefore needs to be addressed holistically. Design/methodology/approach To establish that food insecurity is a wicked problem, characteristics of food insecurity are aligned to characteristics of wicked problems. The need to address wicked problems holistically through a systemic innovation approach and an understanding of complexity theory is discussed by referring to the literature. How to take such an approach for addressing food insecurity is illustrated by describing the use of an online tool that takes a systemic innovation and complexity approach. Findings Given food insecurity is a wicked problem and needs to be addressed holistically, the focus when addressing food insecurity should not be on programmes or pillars. Instead, it needs to be on increasing the coherence and building the adaptive capacity of food insecurity solution ecosystems. Practical implications This paper provides insights into the nature of food insecurity and how to address food insecurity. Originality/value For the first time, this paper aligns characteristics of food insecurity to characteristics of wicked problems and demonstrates how an online tool for systemic innovation can assist food insecurity solution ecosystems to address food insecurity.

Approaching the wicked problem of obesity: an introduction to the food system compass

2017 ◽  
Vol 7 (4) ◽  
pp. 387-404 ◽  
Author(s):  
Joy Parkinson ◽  
Chris Dubelaar ◽  
Julia Carins ◽  
Stephen Holden ◽  
Fiona Newton ◽  
...  
Keyword(s):  
Food Consumption ◽  
Social Marketing ◽  
Food System ◽  
Systems Approach ◽  
Wicked Problem ◽  
Future Research ◽  
Complex Interplay ◽  
Effect Change ◽  
Content Type ◽  
Conceptual Paper

Purpose The purpose of this paper is to focus on food consumption as part of the wicked problem of obesity. Specifically, the authors seek to explore the complex interplay between stakeholders such as food producers, marketers, health and medical practitioners and policymakers and their influence on the ways in which individuals consume food and also chart a course forward using a systems approach, social marketing techniques and social enterprise to develop solutions to effect change. Design/methodology/approach This is a conceptual paper that proposes the food system compass to understand the complex interplay between stakeholders. Findings This new tool will provide social marketers with an improved understanding of the complexity of interactions between stakeholders and outcomes and integrating the necessity for coordination within and across micro, meso, exo and macro levels of the system as well as across sectors, institutions and stakeholders. Research limitations/implications This is a conceptual paper and proposes the food system compass which offers a foundation for future research to expand upon. Originality/value This paper seeks to advance the theoretical base of social marketing by providing new insights into the trans-disciplinary and dynamic circumstances surrounding food consumption and obesity and highlights leverage points where joint actions can be facilitated with actors across and between micro, meso, exo and macro levels.

scholarly journals The wicked problem of social cohesion: moving ahead

2019 ◽  
Vol 9 (4) ◽  
pp. 507-521
Author(s):  
Mazia Yassim
Keyword(s):  
Social Marketing ◽  
Social Cohesion ◽  
Contact Theory ◽  
Wicked Problem ◽  
Research Approach ◽  
Discussion Forums ◽  
Far Right ◽  
Content Type ◽  
The Social ◽  
Critical Qualitative Research

Purpose Despite the amount of attention given to social cohesion, divisions within many societies are becoming wider due to various factors including religious and far-right extremism and economic austerity. Given its “wickedness”, social cohesion has been researched from various dimensions. However, to develop an effective solution-based programme, these multi-facets need to be brought together for a clearer way forward. This paper aims to bring together multiple disciplines to propose a way forward in the social cohesion discourse in the following two ways: by developing a common conceptualisation of social cohesion and identifying an effective approach to operationalise social cohesion. Design/methodology/approach This research adopted a critical qualitative research approach and used three expert discussion forums consisting of academics and practitioners from multiple disciplines. Findings The research identifies contact theory and participatory approaches as providing an effective way forward for social cohesion. Social cohesion is conceptualised in the form of factors needed to build a cohesive society and outcomes of a cohesive society. Using the social marketing approach of down- mid- and up-stream strategies and interventions, this research proposes a bottom-up approach to addressing the wicked problem of social cohesion. Originality/value Social cohesion has been discussed by various academics and practitioners from multiple disciplines. This paper developed a common conceptualisation of social cohesion based on a review of multi-disciplinary literature combined with discussions with experts from academia and practice. Relating this to the down-, up- and mid-stream social marketing, and this paper also identified the participatory approach, based on contact theory, as an effective way in which social marketers can achieve downstream social marketing objectives.

Social innovation and temporary innovations systems (TIS): insights from nature-based solutions in Europe

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mary Lee Rhodes ◽  
Siobhan McQuaid ◽  
Gemma Donnelly-Cox
Keyword(s):  
Large Scale ◽  
Social Innovation ◽  
Innovation System ◽  
Wicked Problems ◽  
Wicked Problem ◽  
Case Study Methodology ◽  
Content Type ◽  
City Community ◽  
Social Innovations ◽  
Long Term Impact

Purpose The purpose of this paper is to examine the applicability of the complexity-based temporary innovation system (TIS) framework to social innovation and examine the extent to which “nature-based solution” (NBS) projects may be understood through a TIS lens. It is proposed that TIS provides a framework to facilitate multi-actor engagement in social innovation responses to the complexity of wicked problems? The goal is to explore if TIS provides a useful framework for understanding the evolution of social innovation projects and enabling more consciously designed and facilitated social innovation with the potential for large-scale, long-term impact. Design/methodology/approach The research uses a case study methodology in which 10 NBS projects in 3 European cities are examined and compared to the expected features of a TIS as proposed by anonymised for the review process (2018; 2019) Findings Of the 10 NBS projects, only 3 were “TIS-like”, each of which was targeting wicked problems in the city/community. As only one of the remaining 7 projects was aimed at a wicked problem, the authors concluded that the TIS framework may be best suited to those social innovations that address one or more wicked problems and that NBS projects may not display this feature. Research limitations/implications The authors conclude with a reflection on theoretical insights arising from applying the TIS framework to NBS in particular, and social innovation generally – and proposes the next steps in developing the TIS framework in relation to social innovation. Originality/value This paper applies a new complexity framework to empirical data that have not been examined previously. This analysis contributes to the development of a new framework for designing and analysing complex social innovation initiatives and challenges existing theories presenting NBSs as addressing complex “wicked” problems.

Towards a general hybrid theory in wicked problem structuring part 2: the relational agency paradigm

Kybernetes ◽  
2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Maurice Yolles
Keyword(s):  
General Theory ◽  
Agency Theory ◽  
Wicked Problems ◽  
Living System ◽  
Academic Disciplines ◽  
Wicked Problem ◽  
Problem Structuring ◽  
Content Type ◽  
Autonomous Agency ◽  
Relational Paradigm

Purpose This paper has two parts. The purpose of part 1 explains the need for an adaptive paradigm that can efficaciously respond to the complex issues in wicked problems and the fundamentals that this requires were identified. It involved the formulation of a cross-disciplinary relational methodologically plural paradigm with certain properties. The purpose in this Part 2 is to provide a theoretical framework. It adopts autonomous agency theory in which paradigm holders collectively act as “living system” agencies and deliver “living stories” to create coherence in addressing wicked problem issues, and then adopts hybrid structures to address this need. Design/methodology/approach The approach seeks to address wicked problem issues. Wicked problems do not respect academic disciplines, requiring a cross-disciplinary approach. Autonomous agency theory is adopted capable of structuring cross-disciplinary inquiry processes and formulating a hybrid inquiry paradigm. The paper sets up a narrative that delivers a structured essay resulting in a general theory of hybrid inquiry. This paradigm is explored in detail, considering how it can be applied to wicked problems. Findings The paradigm, which traditionally defines a field of study conceptualises and regulates approaches that enable inquiry into behavioural systems. Mono-disciplinary, they are not suitable for the resolution of issues that arise from cross-disciplinary wicked problems. To resolve this, a relational paradigm has been defined within which sits a cross-disciplinary hybrid inquiry system. A general theory of hybrid inquiry has been offered, with an appropriate illustration in ecosystem management. It is shown that agency theory can successfully embrace a relational paradigm. Research limitations/implications To determine the limitations of this theory, there is a need to provide exemplars, which is currently premature. Another outcome is to centre on modes of practice in hybrid inquiry but there is insufficient space for this here. Originality/value This paper makes an original contribution by formulating a structured approach on the creation of a relational paradigm capable of supporting hybrid inquiry. It also adopts cross-disciplinary theory to make its case for a relational paradigm, recognising that wicked problems are cross-disciplinary. As part of the regulatory process it connects Rittel’s issue-based information system (IBIS) schema intended to resolve wicked problems issues and the Johari Window and explains how they would relate. A means is suggested for determining the degree of undecidability of wicked problems issues and hence that of the models that inquiry produces. This uses formative characteristics that define a modelling space. The paper also adopts Husserl’s concept or lifeworld, which acts as a channel for complex narrative theory through which regulative processes are enabled.

Understanding the midstream environment within a social change systems continuum

2016 ◽  
Vol 6 (3) ◽  
pp. 258-276 ◽  
Author(s):  
Cybele May ◽  
Josephine Previte
Keyword(s):  
Social Change ◽  
Animal Welfare ◽  
Behaviour Change ◽  
Social Marketing ◽  
Systems Integration ◽  
Wicked Problems ◽  
Collaborative Systems ◽  
Content Type ◽  
Integration Approach ◽  
Moa Framework

Purpose This paper aims to provide guidance on how midstream social marketing can be used to understand and address wicked problems through adopting a collaborative systems integration approach conceptualised from a macromarketing perspective. Design/methodology/approach Rothschild’s motivation, opportunity and ability (MOA) framework is applied in this study to understand veterinarians as midstream microactors in the macrosystem of wicked animal welfare issues. Focus group and individual interview data from veterinarians were analysed through the lens of the MOA framework to understand veterinarians’ as midstream microactors within a systems continuum. Findings The MOA of veterinarians to engage downstream targets – cat owners – in behaviour change are identified. Fresh insights reveal the challenges and barriers to simply focusing on veterinarians as the key microactor required to address the wicked problem of cat overpopulation. Challenges identified include the cost of sterilisation to both owners and veterinary practices, alongside vying beliefs about the capacity of individual veterinarians to persuade owners about the benefits of sterilisation to improve animal welfare. Additionally, insight into veterinarians’ perceptions of upstream strategies to address the problem – in terms of marketing, education and law – expose further complications on where regulation and law enforcement can be integrated in future social marketing strategies to address the cat overpopulation problem. Practical implications The application of the MOA framework improves understanding of the concept and practice of midstream social marketing. It provides a practical and strategic tool that social marketers can apply when approaching behaviour change that leverages midstream actors as part of the social change solution. Originality/value Research and theorisation in this paper demonstrates an alternative pathway to address wicked problems via a collaborative systems integration approach conceptualised from a macromarketing perspective. Effective long-term change relies on understanding and coordinating a broad macrosystem of interconnected actors along a downstream, midstream and upstream continuum. This starts by understanding the microactions of individual actors within the macrosystem.

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