No abstract

On-campus retailing is a spread practice, but academia has almost underestimated its potential. Nevertheless, not every type of retail activity adds value to customers and society. When the proposed value is society-driven and sensitive to consumers' wellbeing, customers' engagement increases. One business model, through which it is possible to exploit the benefits of on-campus retailing by adding social value, is the Yunus Social Business. This is a case-based study aiming to describe, through the Social Business Model Canvas, the founding of an organic shop within a university that is supplied by administrative staff of the university that are at the same time also local farmers. Further, the shop aims to resell organic food to university staff and students. The case study is theoretically enriched by traditional Porterian frameworks and new service frameworks such as the service-dominant logic by emphasizing the role of value proposition, value co-creation, and value-in-context.

Word of Mouth (WOM) become more significant nowadays with the raise of social media platforms, and internet. Therefore, we experience a shift of communication power from company towards masses. Customers share their own experiences on internet and that makes obvious the need to reconsider many practices. Information which exists and is uploaded on internet stands among the catalyzers of the power shifting that occurred. It is then obvious the shift of power from companies towards customers. Marketing experienced a major shift in its mindset. Brand choice, and value do not withstand apart, and critical elements such as relationships, and the cost of jumping in another relationship must be taken in consideration too. In this context, the need to consider brand management from a Service Dominant Perspective emerges. Not only brand value co-creation but also brand value co-evaluation has become concerning for firms in today‘s dynamic context.