Case study: waves of change – collaborative design for tomorrow’s world

Domegan, Christine; McHugh, Patricia; Devaney, Michelle; Duane, Sinead; Joyce, J.R.; Olivia, Daly,; Murphy, David S.; Hogan, Michael; Broome, Benjamin J.

doi:10.4337/9781782548157.00031

Cited by 4 publications

(8 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Adapted from: Parker, L.,Brennan, L., and Nguyen, D., (2014), "Chapter 9 -Social marketing: Cambodia, Indonesia, the Philippines and Vietnam". In B. Nguyen & C. Rowley (Eds.…”

mentioning

confidence: 99%

Social marketing’s consumer myopia

Brennan

Previte

Fry

2016

JSOCM

124

View full text Add to dashboard Cite

Purpose-Addressing calls for broadening social marketing thinking beyond 'individualistic' parameters, this paper describes a behavioural ecological systems (BEM) approach to enhance understanding of social markets. Design/methodology/approach-A conceptual framework-the Behavioural Ecological Model (BEM)-is presented and discussed within a context of alcohol social change. Findings-The BEM emphasises the relational nature of behaviour change where individuals are embedded in an ecological system that involves performances of behaviour, and social change, within a historical, social, cultural, physical and environmental setting. Layers of influence on actors are characterised as macro (distant, large in scale), exo (external, remote from individuals), meso (between the individual and environments) and micro (the individual within their social setting). The BEM can be applied to guide social marketers towards creating solutions that focus on collaboration amongst market actors, and with rather than for consumers. Practical implications-The BEM contributes to a broader holistic view of social ecologies and behaviour change; emphasises the need for social marketers to embrace systems thinking; and recognises that relationships between actors at multiple layers in social change markets are interactive, collaborative and embedded in dynamic social contexts. Importantly, a behavioural ecological systems approach enables social marketers to develop coherent, integrated and multi-dimensional social change programs. Originality/value-The underlying premise of the BEM brings forward relational logic as the foundation for future social marketing theory and practice. Taking this approach to social market change focuses strategy on the intangible aspects of social offerings, inclusive of the interactions and processes of value creation (and/or destruction) within a social marketing system to facilitate collaboration and interactions across a network of actors so as to overcome barriers and identify solutions to social problems.

show abstract

“…Adapted from: Parker, L.,Brennan, L., and Nguyen, D., (2014), "Chapter 9 -Social marketing: Cambodia, Indonesia, the Philippines and Vietnam". In B. Nguyen & C. Rowley (Eds.…”

mentioning

confidence: 99%

Social marketing’s consumer myopia

Brennan

Previte

Fry

2016

JSOCM

124

View full text Add to dashboard Cite

show abstract

“…In a typical CI session, participants with expertise and insight into a problem engage in (a) developing an understanding of the situation, (b) establishing an integrative basis for thinking about the way forward, and (c) producing a strategic framework for effective change (Hogan et al, 2015). CI follows a four-step process (Domegan et al, 2014, 2016) as outlined below:Generate and clarify ideas using a trigger question such as “What are the barriers to teaching 12- to 19-year-olds about the ocean?”Categorize ideas for structuring through group discussions and multivoting procedures.Structure barriers and generate a structural barrier map based on a series of relational questions; “Does Barrier A significantly aggravate Barrier B?”Generate options and solutions to overcome barriers. The CI session then closes and stakeholders leave with a roadmap of barriers, their interconnections, and a portfolio of options to resolve the problem under investigation.…”

Section: Seven Protocols For Stakeholder Participation—an Illustrativmentioning

confidence: 99%

“…For explicit guidelines and information on the CI methodology, please see Domegan et al (2014, 2016).…”

Section: Seven Protocols For Stakeholder Participation—an Illustrativmentioning

confidence: 99%

“…Social marketing system classification schemes considered by Sea Change included Domegan et al’s (2014, 2016) extensive use of Freeman’s (1984) stakeholder classification scheme of primary and secondary influencers and Kennedy, Kapitan, Bajaj, Bakonji, and Sands’s (2017) role and action field classification framework, categorizing stakeholders as incumbents, challengers, and regulating agencies (Fligstein, 2001; Fligstein & McAdam, 2011; Layton, 2014). In Sea Change, the appropriate classification of stakeholders was vital as it ensured an inclusive approach, incorporating multilevel thoughts, beliefs, and mental models.…”

Section: Seven Protocols For Stakeholder Participation—an Illustrativmentioning

confidence: 99%

“…It was through this process that inclusivity and variance across and between stakeholders became apparent. Using Tool 5.2, the group mapped the CI stakeholders to ensure stakeholders were charted from a societal perspective and not just the traditional sectoral view of marine organizations (Domegan et al, 2014). It is also worth noting that the incumbent, challenger, and regulating agency classification will impact the mapping of stakeholder power–interests, but it alone should not determine stakeholder allocation in the grid.…”

Section: Seven Protocols For Stakeholder Participation—an Illustrativmentioning

confidence: 99%

See 2 more Smart Citations

Protocols for Stakeholder Participation in Social Marketing Systems

McHugh

Domegan

Duane

2018

Social Marketing Quarterly

Self Cite

View full text Add to dashboard Cite

Stakeholder participation is the systematic mapping of potentially influential actors who can affect or be affected by intervention(s). Literature to date acknowledges the presence and interrelatedness of multiple stakeholders but is extremely limited in its approach on how to systematically identify and encourage stakeholder participation in social marketing systems. To address this limitation, this article responds to Buyucek et al.’s call for “stakeholders to be systematically identified and managed throughout the intervention design, planning and implementation.” This research proposes stakeholder participation as important to social marketing, regardless of whether it is for a single intervention or systems. We describe and demonstrate seven protocols for stakeholder participation in social marketing systems. We apply an illustrative participatory research context that follows the seven protocols of stakeholder participation and their related sets of tasks, tools, and activities and designed to identify, classify, and map stakeholders across marine environmental social marketing domains. The participatory research context illustrates that working “with” stakeholders rather than “on” their behalf can build bridges and transform societies. We then discuss the implications of embedding a stakeholder participation orientation in social marketing systems—for example, the complexities associated with multilevel stakeholder identification, partnership formation, ownership, conflict and continuity, and the value derived from interlocking co-creation and participatory processes for change.

show abstract