Partnerships as Strategy in Macro-Social Marketing

IF 3.7 4区 管理学 Q2 BUSINESS Journal of Macromarketing Pub Date : 2024-09-14 DOI:10.1177/02761467241267380
David Shaw, Fiona Harris, Haider Ali
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Abstract

National government programmes tackling complex social problems have adopted a macro-social marketing approach, with resultant campaigns increasingly containing a partnerships element. However, a lack of academic literature regarding partnerships in macro-social marketing exists, particularly the ‘why’ of partnerships in national behaviour change interventions. Using a case study methodology, data were collected through three methods (participant observation, document analysis and semi-structured interviews) and analysed using thematic analysis. This paper offers a greater theoretical understanding of why partnerships are used in national social marketing programmes. The findings uncover a new way of conceptualising partnerships in macro-social marketing: holistically as a strategic concept that supports system-wide behaviour change. The findings further reveal that, as a concept, partnerships can play a strategic role in the long-term development and delivery of solutions to tackle complex social problems. Two types of partnerships—strategic partnerships and signposting (tactical) partnerships—are identified and defined.
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作为宏观社会营销战略的伙伴关系
国家政府应对复杂社会问题的计划采用了宏观社会营销方法,由此产生的运动越来越多地包含合作元素。然而,关于宏观社会营销中的伙伴关系,特别是国家行为改变干预中的伙伴关系 "为什么 "的学术文献却很缺乏。本文采用案例研究方法,通过三种方法(参与观察、文件分析和半结构式访谈)收集数据,并使用主题分析法进行分析。本文从理论上进一步解释了为什么在国家社会营销计划中使用伙伴关系。研究结果揭示了宏观社会营销中伙伴关系概念化的一种新方式:作为一种支持全系统行为改变的整体战略概念。研究结果进一步揭示,作为一个概念,伙伴关系可以在长期发展和提供解决复杂社会问题的方案中发挥战略作用。确定并界定了两类伙伴关系--战略伙伴关系和指示性(战术性)伙伴关系。
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来源期刊
CiteScore
5.00
自引率
25.80%
发文量
46
期刊介绍: The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.
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