scholarly journals Rebels with a cause: the spiritual dimension of social marketing

2017 ◽  
Vol 7 (2) ◽  
pp. 223-232 ◽  
Author(s):  
Gerard Hastings
Keyword(s):  
Social Marketing ◽  
Collective Identity ◽  
Personal Growth ◽  
Moral Agency ◽  
Social Progress ◽  
Past Century ◽  
Conceptual Approach ◽  
Content Type ◽  
Spiritual Dimension ◽  
The Right

Purpose This paper aims to explore the spiritual dimension of social marketing. Design/methodology/approach The paper adopts a conceptual approach. Findings The greatest problems humankind faces, from non-communicable diseases epidemics to global warming, are self-inflicted. Humans are voluntarily drinking sugar-sweetened beverages and driving SUVs which threaten our health and our planet. It need not be so. Historical experience and two millennia of thinking show we are capable of better. We all have within us the moral agency to make the right choice even when it is the difficult one; we just have to reconnect with it. Indeed, it is this capacity and desire “to follow after wisdom and virtue”, to rebel against injustice and malignancy, that make us human and cements our collective identity. In the past century, this realisation was focused by the terrible events of Second World War and resulted in the formation of the United Nations and the Universal Declaration of Human Rights. Originality/value This paper argues that these ideas of agency, morality and rights have fundamental implications for social marketing. We have to move beyond mere behaviour change and start thinking about people in the round – body, mind and spirit. Our job involves more than giving diets a healthy nudge or making the ecological option easy, fun and popular; we have to foster and encourage the innate human drive to think critically and act accordingly. We are not here to edit choice but to facilitate personal growth and social progress.

scholarly journals Remembering who owns the river

2018 ◽  
Vol 46 (22_suppl) ◽  
pp. 5-9
Author(s):  
Gerard Hastings
Keyword(s):  
Collective Identity ◽  
Moral Agency ◽  
Second World War ◽  
World War ◽  
Global North ◽  
Health Progress ◽  
The Right ◽  
Lifestyle Diseases ◽  
First Time ◽  
Second World

We have discovered the elixir of life. For the first time in human existence we now know how we can avoid disease, make our lives healthier and more fulfilled, and even fend off the grim reaper himself (at least for a while). We may not have joined the immortals – many traps and snares continue to prey on us – but we are beginning to learn some of their secrets. Why then are we failing to grasp these heady opportunities? WHO data show that nine out of ten of we Europeans are dying of lifestyle diseases; that is diseases caused by our own choices – self-inflicted diseases. Despite the all too familiar consequences for our bodies, we continue to smoke the tobacco, swallow the junk food and binge on the alcohol that is killing us. Yes, there are systemic drivers at work – commercial marketing, corporate power, inequalities, addiction – but we don’t have to collaborate. No one holds a gun to our heads and commands us to eat burgers or get drunk and incapable. This paper argues that public health progress – and human progress more widely – depends on us solving the conundrum of this self-inflicted harm. The urgency of this task increases when we consider our irresponsible consumption behaviour more widely, and that it is not just harming our own health but everyone else’s too. Most egregiously anthropomorphic climate change is being caused by the free choices we in the wealthy global north make to drive SUVs, go on intercontinental holidays and accumulate a foolish excess of stuff. It need not be so. Historical experience and two millennia of thinking show we are capable of better. We have moral agency and we can make the right choice even when it is the difficult one. Indeed, it is this capacity and desire ‘ to follow after wisdom and virtue’, to rebel against injustice and malignancy, that makes us human and cements our collective identity. In the last century this realisation was focused by the terrible events of the Second World War and resulted in the formation of the United Nations and the Universal Declaration of Human Rights. Importantly these rights do not just protect us from oppression but enshrine in international law our entitlement to be an active participant in the process of progressive social change.

scholarly journals Commentary: transformative service research and social marketing – converging pathways to social change

2019 ◽  
Vol 33 (6) ◽  
pp. 633-642 ◽  
Author(s):  
Rebekah Russell-Bennett ◽  
Raymond P. Fisk ◽  
Mark S. Rosenbaum ◽  
Nadia Zainuddin
Keyword(s):  
Social Marketing ◽  
Research Agenda ◽  
Theory Development ◽  
Well Being ◽  
Research Progress ◽  
Service Research ◽  
Structural Barriers ◽  
Conceptual Approach ◽  
Content Type ◽  
Common Interests

Purpose The purpose of this paper is to discuss two parallel but distinct subfields of marketing that share common interests (enhancing consumers’ lives and improving well-being): social marketing and transformative service research. The authors also suggest a research agenda. Design/methodology/approach The paper offers a conceptual approach and research agenda by comparing and contrasting the two marketing fields of transformative service research and social marketing. Findings Specifically, this paper proposes three opportunities to propel both fields forward: 1) breaking boundaries that inhibit research progress, which includes collaboration between public, private and nonprofit sectors to improve well-being; 2) adopting more customer-oriented approaches that go beyond the organizational and individual levels; and 3) taking a non-linear approach to theory development that innovates and co-creates solutions. Originality/value This paper presents the challenges and structural barriers for two subfields seeking to improve human well-being. This paper is the first to bring these subfields together and propose a way for them to move forward together.

How to build a business

2015 ◽  
Vol 31 (11) ◽  
pp. 33-36
Keyword(s):  
Firm Performance ◽  
Business Model ◽  
Illustrative Case ◽  
Conceptual Approach ◽  
Model Framework ◽  
Content Type ◽  
The Right ◽  
Entrepreneurial Activities ◽  
The Relationship ◽  
Practical Implications

Purpose – This paper aims to deconstruct entrepreneurial orientation (EO) using a business model framework. Design/methodology/approach – Develops a conceptual approach supported by illustrative case studies that show how five Swedish small-to-medium-sized enterprises identified entrepreneurial opportunities and how they then modified their business model to exploit them. Findings – What makes an enterprise enterprising? What distinguishes these firms from the conservative, steady-as-she-goes, take-no-risks company quietly supplying its chosen market and expecting to do so for many more? Intuitively you might expect that entrepreneurial activities would be better rewarded – but researchers evaluating the link between EO and firm performance have found ambiguous results. So are we asking the right questions? And are we measuring the right things? Practical implications – Shows that companies can be entrepreneurial in some parts of their business model and more cautious in their approach to other activities. Social implications – Draws attention to the way that differences in entrepreneurs’ background, skills and growth ambitions affect their firm’s activities. Originality/value – Highlights opportunities for further research clarifying the relationship between EO and firm performance.

Morality within the limits of practical reason: a critique of Kant’s concept of moral virtue

2020 ◽  
Vol 36 (2) ◽  
pp. 205-216
Author(s):  
Edward Uzoma Ezedike
Keyword(s):  
Practical Reason ◽  
Moral Agency ◽  
Moral Virtue ◽  
Research Work ◽  
Moral Issues ◽  
Content Type ◽  
The Will ◽  
The Right ◽  
Necessary And Sufficient ◽  
Synthetic Application

Purpose The purpose of this paper is to critically evaluate Kant’s idea of grounding morality within the limits of practical reason. Kant argues that morality must be devoid of emotions if the authors must make the right decisions. His idea of morality is basically ratiocentric. This paper, therefore, seeks a justification of Kant’s ratiocentricism, which excludes subjective emotional dimensions in moral actions and judgements. Design/methodology/approach This paper adopts a critical and analytic method of research. It is not empirical research, and hence, does not make use of tables and quantifiable data. The methodology is exclusively qualitative in nature. Findings The major finding of this research work is that an application of practical reason is necessary for the moral agency but it is not a sufficient condition for moral agency. The existential realities demand a synthetic application of reason and emotion in moral issues. So then, a good will is determined by the rational principle. The reason is an organic whole that is capable of functioning both practically and theoretically. The practical reason is not reasoned functioning to acquire knowledge but reason operating as a guide and as the directing force of the will. The application of pure, practical reason and relevant emotional considerations is both necessary and sufficient for moral agency. Originality/value This paper is the outcome of deep critical reflections on Kant’s moral philosophy by the author.

Kick Andy, The Oprah Winfrey TV Show of Indonesia

2014 ◽  
Vol 4 (1) ◽  
pp. 1-13
Author(s):  
Amalia E. Maulana ◽  
Lexi Z. Hikmah
Keyword(s):  
Social Marketing ◽  
Subject Area ◽  
Oprah Winfrey ◽  
Entertainment Education ◽  
Content Type ◽  
The Usa ◽  
Tv Shows ◽  
The Many ◽  
The Right ◽  
Tv Show

Subject area Social Marketing, Entertainment Education Program. Study level/applicability Postgraduate program. Master in Strategic Marketing and Master in Business Administration. Case overview In the midst of the many TV shows that do not provide enlightenment, Kick Andy TV Show appeared to provide answers to the public unrest. In the spirit of “Watch with Heart” Kick Andy serves Entertainment-Education and Social rarely glimpsed by the television station. Success of Kick Andy TV Show made this brand doing brand extension such as Kick Andy Foundation, Kick Andy Magazine, Kick Andy Enterprise and others. Challenge for this program is to maintain the right balance between social, entertainment and education. Expected learning outcomes This Case Study illustrates that Kick Andy TV Show filled the value gap that viewers experienced from existing TV show. This show is similar to the offer of Oprah Winfrey Show in the USA. Student is expected to understand social marketing primarily related to entertainment-education TV show. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

In the mood for [the right kind of] social marketing communication

2014 ◽  
Vol 4 (1) ◽  
pp. 38-57 ◽  
Author(s):  
George Anghelcev ◽  
Sela Sar
Keyword(s):  
Social Marketing ◽  
Negative Mood ◽  
Environmental Communication ◽  
Similar Response ◽  
Marketing Communication ◽  
Response Patterns ◽  
Negative Consequences ◽  
Content Type ◽  
Recycle Paper ◽  
The Right

Purpose – The effectiveness of social marketing communication should depend both on message features and on the psychological characteristics of message recipients. This premise was tested in an experiment focused on why consumers may respond differently to different types of pro-recycling advertisements. The message feature was the way in which the advertisements were framed. The psychological characteristic of the message recipient was the respondent's mood. The paper aims to discuss these issues. Design/methodology/approach – Hypotheses were tested in the context of an experiment focused on paper recycling. Findings – It was hypothesized that congruity between mood and the frame of the message would result in more favorable message evaluations and higher intentions to recycle than incongruity. Supporting the study's hypotheses, the data showed that participants in a negative mood had higher intentions to recycle paper and evaluated pro-recycling advertisements more favorably when the ads emphasized avoiding negative consequences as opposed to attaining desired benefits. Among participants in a positive mood, desired benefit advertisements induced higher intentions to recycle paper and were evaluated more favorably than advertisements framed in terms of avoiding negative consequences. Practical implications – A clear message placement strategy is suggested to increase the effectiveness of social marketing communication campaigns. Originality/value – This mood congruity effect has not been reported before in the context of pro-environmental communication. Furthermore, the study provides empirical evidence of the underlying psychological mechanisms that cause the observed interaction. The evidence suggests the data could be predictive of similar response patterns in other social marketing communication domains (e.g. in response to health messages, volunteering, charity, etc.).

Is it social marketing? The benchmarks meet the social marketing indicator

2016 ◽  
Vol 6 (1) ◽  
pp. 2-17 ◽  
Author(s):  
Dominic Wettstein ◽  
L. Suzanne Suggs
Keyword(s):  
Social Marketing ◽  
Empirical Test ◽  
Evidence Base ◽  
Health Campaigns ◽  
Conceptual Approach ◽  
Marketing Practice ◽  
Content Type ◽  
The Social ◽  
Social Marketing Campaigns ◽  
Current Practices

Purpose – This paper aims to describe the comparison of two tools in assessing social marketing campaigns. Design/methodology/approach – Using data collected from the campaign planners of 31 alcohol misuse prevention campaigns, two tools were compared; the Social Marketing Indicator (SMI) and Andreasen’s Benchmark Criteria. Findings – In the case of the benchmarks, 26 per cent of the campaigns fulfilled four or more criteria and no criterion was fulfilled by more than 70 per cent. The main differences between current practices and social marketing are the often-missing segmentation and an explicit exchange. The SMI found a lower degree of resemblance between current practices and social marketing. In this case, the major differences lie in the use of behavioral theory and the absence of an exchange. Research limitations/implications – The SMI allows a more precise description of an intervention. This represents an advantage, as a campaign’s resemblance to social marketing can be reported by directly pointing out the process steps that make the difference. This is important for understanding the research evidence base in social marketing. Practical implications – Although the benchmark criteria are based on a conceptual approach, the SMI is built around a core procedure. The SMI can thus help program planners from the onset of a project to make sure they do social marketing as it is defined. Originality/value – This is the first empirical test comparing a new tool against the well-established, frequently critiqued, Benchmark Criteria, in gauging “social marketing” practice in health campaigns.

The Pransky interview: Melonee Wise, CEO, Fetch Robotics

2016 ◽  
Vol 43 (3) ◽  
pp. 253-257 ◽  
Author(s):  
Joanne Pransky
Keyword(s):  
Personal Growth ◽  
Mechanical Engineering ◽  
Industrial Robot ◽  
Lessons Learned ◽  
Manufacturing Companies ◽  
Content Type ◽  
Start Up ◽  
In Series ◽  
The Right ◽  
Hardware Platforms

Purpose The following paper is a “Q&A interview” conducted by Joanne Pransky of Industrial Robot Journal as a method to impart the combined technological, business and personal experience of a prominent, robotic industry engineer-turned successful business leader, regarding the commercialization and challenges of bringing technological inventions to market while overseeing a company. This paper aims to discuss these issues. Design/methodology/approach The interviewee is Melonee Wise, an entrepreneur and veteran robot designer. In this interview, Wise candidly discusses her career journey, including the successes and lessons learned in the transitioning from an engineer to the CEO of two robotic start-up companies in just six years. Findings Melonee Wise had a love for building mechanical things since childhood. At the age of eight, she built and programmed a plotter out of Legos. Wise received BS degrees in mechanical engineering and physics engineering, and an MS degree in mechanical engineering from University of Illinois at Urbana-Champaign. While in school, Wise spent her summers interning at Alcoa, DaimlerChrysler and Honeywell Aerospace. She was able to parlay her passion of building robots when she had the opportunity to work on the DARPA Urban Challenge through her university. From there, Wise joined the start-up Willow Garage as a Senior Engineer in 2007. In 2013, she left her position as Manager of Robot Development at Willow to co-found Unbounded Robotics. When Unbounded unexpectedly shut down 18 months later, Ms Wise gave birth to Fetch Robotics, a manufacturer of autonomous and affordable robots for the warehouse and logistics industries. Originality/value Melonee Wise is an ambitious robot engineer-turned-entrepreneur in pursuit of fast-paced career and personal growth, and taking on unprecedented challenges. After interning at three large US manufacturing companies, Wise decided to pursue her PhD until the right company and opportunity came along. In 2007, she was asked by a Willow Garage co-founder to leave her PhD studies and join them as their second employee. Willow Garage, the creator of Robot Operating System (ROS) open source software and the PR2 hardware platforms, would go on to become one of the most significant robot incubators of the decade. Wise was one of the co-creators of TurtleBot, a consumer robotics product developed in nine months, and she helped with the design of the PR2 and ROS. Additionally, while at Willow Garage, Wise created the Intern Program, increasing the number of interns from one to over 60. Melonee Wise spun-off Unbounded Robotics in 2013 and headed Fetch Robotics in 2014. Wise and Fetch recently raised more than US$20 million in Series A funding. Wise holds the patent for a steering column lock assembly and has been honored with the prestigious awards: MIT Technology Review’s 35 Innovators under 35; The 2014 Business Insider’s 15 Most Important People Working in Robotics; and Robohub’s 2013 25 Women in Robotics you need to know about.

The expansion and existence of the indigenous rights of sea in indigenous villages (review of the customary right of coastal and marine areas of Halong state)

2020 ◽  
Vol 10 (3) ◽  
pp. 209-216
Author(s):  
Merry Tjoanda
Keyword(s):  
Design Methodology ◽  
Indigenous Rights ◽  
Customary Law ◽  
Conceptual Approach ◽  
Content Type ◽  
Urban Village ◽  
The Republic ◽  
Community Area ◽  
Marine Areas ◽  
The Right

PurposeTo know the control of Halong State against coastal and marine areas in the area that has been divided into Latta village and Lateri urban villages.Design/methodology/approachThis type of writing of research is in the field of law, so the research method used is juridical normative, by using the approach of legislation and conceptual approach, intending to answer the temporary problem issues encountered.FindingsArticle 18B paragraph (2) of the 1945 Constitution of the State of the Republic of Indonesia is the constitutional basis of the state's recognition of the unity of indigenous and tribal peoples based on their traditional rights. One of the rights of customary law community is the control over its territory, which is called indigenous rights for both land and coastal and sea. In its development, there are some areas of indigenous village released for villages' formation or villages in coastal and marine areas. However, the expansion of indigenous villages did not affect the loss of customary village tenure to the Indigenous rights of coastal and marine areas in the area of a village or urban village which was expanded from a custom village.Originality/valueRelated to this Halong State in Ambon City is one of the indigenous villages which occupies the area within the bay of Ambon Island which has the right of customary law community area in the land area, and has a sea fishing territory. In its development, part of Halong State has been divided into a village and urban village, namely Lata Village and Lateri Urban Village. Latta village and Lateri village are also located in the coastal area of Ambon Bay. The problem that arises from the division is whether the coastal areas and the sea in Latta and Lateri villages remain part of the Halong state territory or not.

Social marketing and social movements: creating inclusive social change coalitions

2018 ◽  
Vol 8 (4) ◽  
pp. 354-377 ◽  
Author(s):  
Lauren Gurrieri ◽  
Ross Gordon ◽  
Jo Barraket ◽  
Andrew Joyce ◽  
Celia Green
Keyword(s):  
Public Health ◽  
Social Issue ◽  
Social Movements ◽  
Social Change ◽  
Social Marketing ◽  
Collective Identity ◽  
Well Being ◽  
Individual Responsibility ◽  
Content Type ◽  
Self Acceptance

Purpose This paper contributes to emerging discourse about social movements in social marketing by examining how tensions, issues and challenges may arise in areas of social change that have attracted social movements and the ways actors can come together to drive inclusive social change agendas. Design/methodology/approach Through the lens of new social movement theory, a case study of the interactions and dynamics between fat activists and obesity prevention public health actors is examined. This is undertaken through a multi-method qualitative analysis of interview and archival blog data of fat activists located in Australia, which was compared with the campaign materials and formative and evaluative research related to two high profile Australian Government funded anti-obesity campaigns. Findings The case analysis highlights the disconnect between public health actors and the marginalized voices of those they are meant to be representing. Whilst public health actors characterise obesity as a social issue of individual responsibility, disease and rational-decision making; fat activists frame a competing collective identity of well-being, support and self-acceptance that characterise their social change efforts. Research limitations/implications This research highlights how complexities arise but can potentially be overcome in creating inclusive social change coalitions that incorporate the voices of citizen groups whom have mobilised into social movements. Specifically, we highlight the importance of generating a common language around obesity, the significance of collaborative and supportive relations and the need to create common unity through emotional investment and returns - a departure from the highly rational approaches taken by most social change programs. Practical implications Obesity is a complex social issue marked by conflict and contestation between those who are obese and the very actors working to support them. Our research contends that creating an inclusive social change coalition between these stakeholders will require a shift towards language anchored in well-being as opposed to disease, relations defined by support as opposed to an emphasis on individual responsibility and emotional investments that work to bolster self-acceptance in place of rational appeals as to the “correct” behaviours one should chose to engage in. Such steps will ensure social change program design is collaborative and incorporates the lived experiences of the very citizens such initiatives are targeted towards. Originality/value We contribute to wider discussions in social marketing about the development of holistic and progressive, multi-stakeholder, multi-level programs by advocating that inclusive social change coalitions united through the collective identity elements of cognitions and language, relational ties and emotional investment offer an important step forward in tackling the wicked problems that social marketers work to address.

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