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Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Value Co-Creation in Social Marketing: Functional or Fanciful?
Author(s): Domegan, Christine
Collins, Katie
Stead, Martine
McHugh, Patricia
Hughes, Tim
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Keywords: Co-creation processes
Social marketing
Value co-creation
Issue Date: Oct-2013
Date Deposited: 27-Mar-2014
Citation: Domegan C, Collins K, Stead M, McHugh P & Hughes T (2013) Value Co-Creation in Social Marketing: Functional or Fanciful?. Journal of Social Marketing, 3 (3), pp. 239-256.
Abstract: Purpose - Value co-creation thinking is reshaping the understanding of markets and marketing and presents a significant opportunity to develop the theory and practice of social marketing. However, whilst value co-creation offers thought-provoking new directions for the field, applying this theory and its core concepts in social marketing is not without significant challenges. The paper aims to discuss these issues. Design/methodology/approach - This is a conceptual paper that seeks to integrate lessons from social marketing practice with the value co-creation discourse from commercial marketing. Drawing upon two projects that have applied principles of collaboration and co-design, the paper provides a critical perspective on the adoption of value co-creation in social marketing. Findings - The collaborative and emancipatory ambitions of co-creation seem highly compatible with social marketing. However, the paper notes some significant conceptual, ethical and practical obstacles in the path of a workable theory of value co-creation for social marketing. Originality/value - While representation of value co-creation and other collaborative approaches is increasing in the social marketing literature, this is the first attempt to provide an integrated and critical review of their compatibility with social marketing at a conceptual, ethical and theoretical level. The analysis shows that value co-creation theory can simultaneously offer opportunities and present obstacles for social marketing.
DOI Link: 10.1108/JSOCM-03-2013-0020
Rights: This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.

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