Marketing Social E Ecossistemas De Negócios: Avaliação Reflexiva Para Proposição De Uma Visão Integrativa

Abstract

RESUMO Este ensaio apresenta as relações entre Marketing Social (MS) e Ecossistemas de Negócio (EN), buscando contribuir para a integração destas áreas de conhecimento e argumentando que a aplicação da análise de ecossistemas pode ser um instrumento valioso no desenvolvimento de estratégias de Marketing Social mais eficientes. Por meio de uma avaliação reflexiva realizada a partir de investigação crítica do estado da arte, orientada pela busca por pontos comuns entre MS e EN, expuseram-se elementos de convergência entre tais assuntos, principalmente os de natureza organizacional, empresarial, social e comunitária. Consolidando-se um quadro contendo particularidades do MS e contribuições de EN, elencaram-se quatro proposições, permitindo constatar que organizações que realizem planejamentos de MS poderão conceber estratégias derivadas do mapeamento da estrutura da rede composta pelo ecossistema a que pertencem, beneficiando-se das trocas de recursos e de influências entre stakeholders e outros participantes.

Política Industrial Verde E Os Países Em Desenvolvimento: Um Pouco Do Debate Contemporâneo

“…However, it requires knowledge of the market needs, it influences interest groups simultaneously (Rodrigues & Kamlot, 2022), it is characterized by concern for the whole, and not just for specific individuals or companies. That is, it incorporates into society, ideas and desires of consumers, needs and interests in the long term (figure 1).…”

“…Although social marketing is about creating value for customers, it enhances a strong relationship between the company and the customer (Kotler & Armstrong, 2012). In the last decade it has been changing impressively due to the rise of telecommunications, connecting customers globally (Rodrigues & Kamlot, 2022).…”

“…Social marketing is related to business ecosystems, important for the development of the organization, it involves interest groups, the microenvironment and the business macroenvironment, it is used in the field of planning, as a strategy for achieving benefits (Rodrigues & Kamlot , 2022). Zeta (2018) developed the papaya and passion fruit liquor process under the initial concentration of 30°Brix and fermentation medium dilution of 1:1:2 with the same participation of pulp, whose findings in the manipulation of the factors experience significance.…”

Social marketing of the coffee cream liquor in the Association of Agroindustrial Entrepreneurs of Challohuma of San Juan del Oro

“…Although social marketing is about creating value for customers, it also enhances a relationship between company and customer, the essence being to outperform the competition (Keegan & Green, 2009;Kotler & Armstrong, 2012). In the last decade, it has changed impressively due to the rise of telecommunications connecting customers globally, to the point that this online universe must be used in a business and, if possible, corporate manner, taking into account aspects of brand creation linked to intangible value, as a consumption experience, committing both to a sense of belonging (Jiménez-Marín et al, 2022;Rodrigues & Kamlot, 2022;Sanz-Marcos & Elías-Zambrano, 2020).…”

“…Social marketing is related to business ecosystems, important for the development of the organization. It involves interest groups, the microenvironment, and the business macroenvironment, and it is used in the field of planning as a strategy for achieving benefits (Rodrigues & Kamlot, 2022). Kotler and Armstrong (2012) and Vo and Nguyen-Anh (2024) show a positive effect of social marketing associated with brand value such as perceived quality, loyalty, knowledge, and trust.…”