通过与经济上被边缘化的用户共同参与设计,开展变革性社会营销和社会创新,促进可持续发展

IF 3.1 4区 管理学 Q2 BUSINESS Journal of Social Marketing Pub Date : 2024-04-10 DOI:10.1108/jsocm-05-2023-0106
Katariina Juusola, Daniel Marco Stefan Kleber, Archana Popat
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引用次数: 0

摘要

目的本研究通过参与式设计(PD)的视角,定位于转型社会营销和社会创新文献的交叉点。这项探索性研究旨在探讨印度的社会企业如何通过参与式设计,让经济边缘化人群参与转型社会营销和创新,从而实现可持续发展。数据分析报告了三个主题,分别描绘了社会创新过程不同阶段(共同发现、共同设计和扩大规模)中社会营销与创新的作用、过程中面临的挑战以及社会营销与创新过程的成果。研究结果作者提出,社会企业可以通过积极主动、创造性地利用社会营销与创新,成为可持续发展的催化剂,促进更具包容性的可持续发展。尽管如此,在应对边缘化背景下产生的挑战时,项目促进也有其局限性,这需要有效的社会营销策略来克服。研究结果还为设计促进发展从业者提供了实用的见解,使他们了解设计者如何从经济边缘化人群背景下的各种设计促进发展实践中学习。
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Transformative social marketing and social innovation for sustainable development through participatory design with economically marginalized users

Purpose

The study is positioned at the crossroads of transformative social marketing and social innovation literature through the lens of participatory design (PD). This exploratory study aims to explore how social enterprises in India engage economically marginalized people in transformative social marketing and innovation for sustainable development through PD.

Design/methodology/approach

The study includes a case study with a matched pairs analysis approach. The data analysis reports three themes depicting the role of PD in different stages of the social innovation process (codiscovery, codesign and scaling-up), the challenges faced in the process and the outcomes of the PD process.

Findings

The authors propose that social enterprises can act as sustainable development catalysts for more inclusive sustainable development through their proactive and creative uses of PD. Still, PD also has limitations for addressing the challenges stemming from marginalized contexts, which requires effective social marketing strategies to overcome.

Originality/value

The study contributes to the emerging dialogue on PD with marginalized users and widens the scope of studies on transformative social marketing and innovation. The findings also provide practical insights for PD practitioners on how designers can learn from diverse PD practices in the context of economically marginalized people.

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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
期刊最新文献
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