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Commentary: Transformative service research and social marketing – converging pathways to social change

Journal Article


Abstract


  • 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.

UOW Authors


  •   Russell-Bennett, Rebekah (external author)
  •   Fisk, Raymond P. (external author)
  •   Rosenbaum, Mark S. (external author)
  •   Zainuddin, Nadia

Publication Date


  • 2019

Citation


  • Russell-Bennett, R., Fisk, R. P., Rosenbaum, M. S. & Zainuddin, N. (2019). Commentary: Transformative service research and social marketing – converging pathways to social change. Journal of Services Marketing, 33 (6), 633-642.

Scopus Eid


  • 2-s2.0-85069530485

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/1618

Has Global Citation Frequency


Number Of Pages


  • 9

Start Page


  • 633

End Page


  • 642

Volume


  • 33

Issue


  • 6

Place Of Publication


  • United Kingdom

Abstract


  • 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.

UOW Authors


  •   Russell-Bennett, Rebekah (external author)
  •   Fisk, Raymond P. (external author)
  •   Rosenbaum, Mark S. (external author)
  •   Zainuddin, Nadia

Publication Date


  • 2019

Citation


  • Russell-Bennett, R., Fisk, R. P., Rosenbaum, M. S. & Zainuddin, N. (2019). Commentary: Transformative service research and social marketing – converging pathways to social change. Journal of Services Marketing, 33 (6), 633-642.

Scopus Eid


  • 2-s2.0-85069530485

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/1618

Has Global Citation Frequency


Number Of Pages


  • 9

Start Page


  • 633

End Page


  • 642

Volume


  • 33

Issue


  • 6

Place Of Publication


  • United Kingdom