Social Marketing’s Strengths, Weaknesses, Opportunities, and Threats (SWOT): A Commentary

2019 ◽  
Vol 25 (4) ◽  
pp. 231-242 ◽  
Author(s):  
Sameer Deshpande
Keyword(s):  
Social Marketing ◽  
Swot Analysis ◽  
Marketing Research ◽  
Research And Practice ◽  
Key Stakeholders ◽  
Past Half Century ◽  
Boundary Definition ◽  
Or Practice ◽  
Definition Of

Background: Over the past half century, social marketing has come into its own, both as a discipline and a practice, for creating positive social outcomes. However, as the operating environment continues to evolve, the role of social marketing in the change landscape requires consideration. Focus of the article: In this article, the author presents a commentary on the present and future role of social marketing research and practice through the lens of a Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis. Topics discussed in the analysis include the boundary definition of social marketing, modalities of practice, sources of funding, the complexity of target issues, and professional standing and competition. Importance to the social marketing field: Critical analysis of social marketing research and practice can assist to maintain and grow its relevance and adoption among key stakeholders. Recommendations for Research or Practice: Several recommendations are made for addressing the issues identified in the SWOT analysis. These include conscious effort to market social marketing; clarify the concept of audience orientation when designing social marketing solutions; address specific research questions that produce academic and managerial insights; utilize corporate partnerships creatively; offer social marketing course to retain accreditation of professions such as marketing, public health, environmental studies, or public administration; and, encourage documentation of initiatives. Limitations: The discussion presented here is based purely on opinions and experience of the author.

Introduction

2020 ◽  
pp. 1-42
Author(s):  
Anya P. Foxen
Keyword(s):  
White Supremacy ◽  
Cross Cultural ◽  
Cultural Translation ◽  
Or Practice ◽  
Historical Role ◽  
Definition Of

This introduction presents the argument and general parameters of the subsequent chapters. It argues that modern postural yoga as practiced in popularized contexts (such as gyms and corporate studios) is only tangentially related to premodern Indian yogic traditions. Broadly, it makes the case that the dynamics of cross-cultural translation necessitate that we examine both the original and host context of the concept or practice in question. It then outlines the main areas that must be considered in framing such an argument, specifically the difficulty of defining yoga, the historical role of Orientalism, the definition of “harmonialism,” and the issues surrounding gender, race, class, and white supremacy.

The role of frames in a co-creation process

2015 ◽  
Vol 7 (4) ◽  
pp. 442-457 ◽  
Author(s):  
Filippa Säwe ◽  
Åsa Thelander
Keyword(s):  
Marketing Research ◽  
Marketing Theory ◽  
Content Type ◽  
Creation Process ◽  
Creative Strategy ◽  
Definition Of ◽  
Public Context ◽  
New Research ◽  
Value Creation Process

Purpose – This paper aims to analyze the conditions for co-creation in a non-commercial context. The particular aim is to show how a co-creative activity is framed for the participants and the consequences of the frames for the values that are co-created in the process. Design/methodology/approach – Goffman’s frame analysis is applied to investigate how co-creation is used as a marketing strategy where an art event is used as an engagement platform to involve citizens in creating visions for an urban renewal area. It is a qualitative study based on observations. Findings – The taken-for-granted ideas of the active and creative consumer along with the focus in marketing research on the positive values achieved in a co-creative process are problematic in a public context. An unreflexive use of a co-creative strategy in a non-commercial setting and using art as an engagement platform, in combination with insufficient communication about the new framings, result in no-creation of value or even co-destruction of value. Practical implications – Unclear definition of the situation for co-creation results in confusion about how to interact and how to create value. Such an outcome is highly problematic for a public organization. It is of major importance that citizens can identify and understand the type of activity. The authors argue that communication in well-defined phases of an event can facilitate desired acts of co-creation. Originality/value – Value co-creation theory has been transferred between contexts, but there are few studies of what the transfer means in terms of consumer abilities to take part in the value creation process and its rules of engagement. This study demonstrates the difficulties of moving from theory to practice when the context changes from a commercial to a public participatory one. This opens for new research venues in value co-creation and marketing theory.

Ch.1 Introduction

2020 ◽  
Author(s):  
Vrdoljak Ana Filipa ◽  
Francioni Francesco
Keyword(s):  
Cultural Heritage ◽  
International Law ◽  
Governmental Organizations ◽  
Intangible Heritage ◽  
Non Governmental Organizations ◽  
Key Stakeholders ◽  
Special Rules ◽  
Definition Of ◽  
International Instruments

This chapter provides an introductory overview to the Handbook. It outlines the definition of cultural heritage as covered by the key international instruments covering movable and immovable, tangible and intangible heritage. It outlines the role of key stakeholders including States, the international community, individuals, groups and communities (including Indigenous peoples), and experts and non-governmental organizations. Finally, the structure of the Handbook is explained. It outlines that there are special rules covering cultural heritage in most specialist areas of international law. It signposts how practice relating to cultural heritage is influencing the development of the rules of general public international law. Likewise, it notes that cultural heritage is influencing disputes resolution processes, integral to the interpretation and implementation of these rules. Finally, the role of regional practice in Africa, Asia, Oceania, the Americas, Europe, the Middle East, and North Africa is flagged.

scholarly journals Marketing as Constructive Engagement

2007 ◽  
Vol 26 (2) ◽  
pp. 293-301 ◽  
Author(s):  
Clifford J. Shultz
Keyword(s):  
Longitudinal Study ◽  
Marketing Research ◽  
Research And Practice ◽  
New Synthesis ◽  
New Directions ◽  
Global Affairs ◽  
Definition Of ◽  
Constructive Engagement ◽  
Meaningful Definition

The purpose of this essay is to provoke a more comprehensive, historically accurate, and meaningful definition of marketing. Toward that outcome, the author introduces a framework for marketing that argues for constructive engagement with a complex, conflicted, and increasingly interdependent world in which marketing can and should play an important role. The framework offers a new synthesis commensurate with ideals generally espoused in macromarketing. An illustration based on longitudinal study of Vietnam is shared, with implications for current global affairs and with new directions for meaningful marketing research and practice.

Attitude-Behavior Consistency: The Impact of Product Trial versus Advertising

1983 ◽  
Vol 20 (3) ◽  
pp. 257-267 ◽  
Author(s):  
Robert E. Smith ◽  
William R. Swinyard
Keyword(s):  
Marketing Research ◽  
Attitude Strength ◽  
Research And Practice ◽  
Product Trial ◽  
Behavior Consistency ◽  
Attitude Behavior ◽  
The Impact ◽  
Type Of Behavior

The role of direct versus indirect experience in the attitude-behavior consistency issue is reviewed. Using a new communications model, the authors extend the direct/indirect experience paradigm to a common marketing scenario: product trial versus product advertising. The specific contributions of attitude strength and type of behavior are examined, and results show that when attitudes are based on trial they predict purchase very well. When attitudes are based on advertising, however, attitude-behavior consistency is significantly reduced. Implications for when attitude models should be applied in marketing research and practice are discussed.

Will a Clinical Approach Make Education Research More Relevant for Practice?

2008 ◽  
Vol 37 (7) ◽  
pp. 412-420 ◽  
Author(s):  
Jacquelien A. Bulterman-Bos
Keyword(s):  
Education Research ◽  
Clinical Research ◽  
Clinical Approach ◽  
Research Practice ◽  
Work Roles ◽  
Research And Practice ◽  
Definition Of ◽  
The Way

The way in which researchers view education differs fundamentally from the way in which teachers view education. These different outlooks are (partly) a consequence of the different work roles of researchers and teachers. This article explores the question of whether it is really inevitable that research and practice each establish different views of education. The author shows that the definition of the role of researchers draws heavily on a dualistic view that separates knowledge from skill and detaches human intellectual faculties from other human faculties. Although such dualistic notions are highly contested nowadays, they are institutionalized in the definition of the work of researchers and the purpose of research. The contribution of this article lies in the presentation of a unifying framework in which the views of teachers and researchers can be (at least partially) reconciled in the context of clinical research practice.

scholarly journals Preprints and Scholarly Communication: An Exploratory Qualitative Study of Adoption, Practices, Drivers and Barriers

F1000Research ◽  
2019 ◽  
Vol 8 ◽  
pp. 971 ◽  
Author(s):  
Andrea Chiarelli ◽  
Rob Johnson ◽  
Stephen Pinfield ◽  
Emma Richens
Keyword(s):  
Innovation Diffusion ◽  
Diffusion Theory ◽  
Structured Interviews ◽  
Innovation Diffusion Theory ◽  
Key Stakeholders ◽  
Definition Of ◽  
Innovation Diffusion Process ◽  
The Impact ◽  
Further Development

Background: Since 2013, there has been a dramatic increase in the number of preprint servers. Little is known about the position of researchers, funders, research performing organisations and other stakeholders with respect to this fast-paced landscape. In this article, we explore the perceived benefits and challenges of preprint posting, alongside issues including infrastructure and financial sustainability. We also discuss the definition of a ‘preprint’ in different communities, and the impact this has on uptake. Methods: This study is based on 38 semi-structured interviews of key stakeholders, based on a purposive heterogeneous sampling approach and undertaken between October 2018 and January 2019. Interviewees were primarily drawn from biology, chemistry and psychology, where use of preprints is growing. Interviews were recorded, transcribed and subjected to thematic analysis to identify trends. Interview questions were designed based on Innovation Diffusion Theory, which was also used to interpret our results. Results: Participants were conscious of the rising prominence of preprints and cited early and fast dissemination as their most appealing feature. Preprints were also considered to enable broader access to scientific literature and increased opportunities for informal commenting. The main concerns related to the lack of quality assurance and the ‘Ingelfinger rule’. We identified trust as an essential factor in preprint posting, and highlight the enabling role of Twitter in showcasing preprints. Conclusions: The preprints landscape is evolving fast, and disciplinary communities are at different stages in the innovation diffusion process. The landscape is characterised by experimentation, which leads to the conclusion that a one-size-fits-all approach to preprints is not feasible. Cooperation and active engagement between the stakeholders involved will play an important role going forward. We share questions for the further development of the preprints landscape, with the most important being whether preprint posting will develop as a publisher- or researcher-centric practice.

scholarly journals Transportation preferences and travel behaviour of senior citizens in Gdynia in the light of marketing research

2018 ◽  
Vol 76 ◽  
pp. 167-177
Author(s):  
Katarzyna Hebel ◽  
Olgierd Wyszomirski
Keyword(s):  
Senior Citizens ◽  
Marketing Research ◽  
Senior Citizen ◽  
Travel Behaviour ◽  
Average Life Expectancy ◽  
Senior Stage ◽  
Definition Of ◽  
The City

With the increasing role of senior citizens in modern societies it is important to know, inter alia, their transportation preferences and travel behaviour. The article presents the definition of a senior citizen taking account of different age of a person defining the beginning of this stage in life. Afterwards, various stages of seniors’ lives were distinguished as regards changes in lifestyle. The average life expectancy was also specified, defining the beginning of senior stage of life. The main part of this article was dedicated to the specificity of transportation preferences and travel behaviour of seniors as a specific group of the inhabitants of Gdynia, located within Gdańsk Metropolis. To this end, the data gathered during representative research conducted in 2015 was used. By analysing the data it was possible to determine the specificity of seniors’ urban travel purposes and their demands taking particular account of the comfort of travel. The article presents the modes of travel of seniors against all inhabitants considered collectively searching for determinants of choosing a particular mode of travel. Moreover, the article presents differences in assessing the quality of public transport by seniors and all inhabitants of the city. The final part provides conclusions drawn from the conducted research.

Adaptation and Adoption of the American Marketing Association (2007) Definition for Social Marketing

2008 ◽  
Vol 14 (2) ◽  
pp. 92-100 ◽  
Author(s):  
Stephen Dann
Keyword(s):  
Social Marketing ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Marketing Practice ◽  
Non Profit ◽  
Marketing Activities ◽  
Definition Of ◽  
The Individual ◽  
Social Marketing Theory

Social marketing has traditionally been the adaptation and adoption of commercial marketing. With the release of the American Marketing Association (2007) definition, commercial marketing may well have become the adaptation of social marketing with the new commercial marketing definition recognizing the role of non-profit and social marketing with “clients” as one of the four beneficiaries of marketing activities. The revised definition also includes indirect benefit in the form of value for customers, consumers, and society at large in an update that makes the contemporary definition of marketing extremely compatible with existing social marketing theory and practice. This article examines how social marketing theory and practice fit into the revised understanding of commercial marketing. It also discusses how the new AMA definition resolves several of the problems encountered with the AMA 2004 definition of marketing. In summary, AMA (2007) presents an opportunity for the mainstreaming of social marketing within the core understanding of marketing practice, while also creating the opportunity for social marketers to adopt the commercial marketing approach of creating, communicating, delivering, and exchanging offerings of value to improve the welfare of the individual and that of society.

Mindfulness in educational context – theory, research and practice

2016 ◽  
Vol 3 (2) ◽  
pp. 2-9
Author(s):  
Aneta Gop
Keyword(s):  
Children And Adolescents ◽  
Empirical Research ◽  
Mindfulness Training ◽  
Educational Context ◽  
Specific Intervention ◽  
Research And Practice ◽  
Cognitive Mechanism ◽  
Definition Of ◽  
Theory Research

This article is a short overview of mindfulness training in groups of children and adolescents. It starts with considering the needs of this specific intervention technique. In the next part it tries to discuss the definition of mindfulness, its cognitive mechanism and results of empirical research. In the last paragraphs the article shows examples of mindfulness training for children with practical suggestions for teaching mindfulness as well as the pedagogical role of mindfulness.

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