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Conceptualising value creation for social change management

Author

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  • Russell-Bennett, Rebekah
  • Previte, Josephine
  • Zainuddin, Nadia

Abstract

Australian and international governments are increasingly adopting social marketing as a social change management tool to deal with complex social problems. Government decision makers typically need to balance the use of business models and management theories whilst maintaining the integrity of government policy. In taking this approach, decision makers experience management tensions between a social mission to equitably deliver social services and the accountability and affordability of providing quality social and health services to citizens. This is a significant challenge as the nature of the ‘social product’ in government is often more service-oriented than goods-based. In this paper the authors examine value creation in government social marketing services. The contribution of this paper is a value creation process model, which considers the nature of governments to create social good. This is particularly important for governments where consumers still expect value and quality in the service delivered, despite that offering being ‘free’.

Suggested Citation

  • Russell-Bennett, Rebekah & Previte, Josephine & Zainuddin, Nadia, 2009. "Conceptualising value creation for social change management," Australasian marketing journal, Elsevier, vol. 17(4), pages 211-218.
  • Handle: RePEc:eee:aumajo:v:17:y:2009:i:4:p:211-218
    DOI: 10.1016/j.ausmj.2009.06.002
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    References listed on IDEAS

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    1. Brady, Michael K. & Cronin, J. Jr. & Brand, Richard R., 2002. "Performance-only measurement of service quality: a replication and extension," Journal of Business Research, Elsevier, vol. 55(1), pages 17-31, January.
    2. Holbrook, Morris B., 2006. "Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay," Journal of Business Research, Elsevier, vol. 59(6), pages 714-725, June.
    3. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
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    2. Seth Amoako & Elvis Boateng, 2022. "Considering factors that leads to sustainability of Small and Medium Enterprises in Ghana using PESTEL and theories of entrepreneurship as a measuring tool," Technium Social Sciences Journal, Technium Science, vol. 31(1), pages 594-653, May.
    3. Pecotich, Anthony & Rahtz, Don R. & Shultz, Clifford J., 2010. "Systemic and service dominant socio-economic development: Legal, judicial and market capacity building in Bangladesh," Australasian marketing journal, Elsevier, vol. 18(4), pages 248-255.
    4. Hye Jung Jung & Kyung Wha Oh & HaeJung Maria Kim, 2021. "Country Differences in Determinants of Behavioral Intention towards Sustainable Apparel Products," Sustainability, MDPI, vol. 13(2), pages 1-23, January.
    5. Gordon, Ross & Dibb, Sally & Magee, Christopher & Cooper, Paul & Waitt, Gordon, 2018. "Empirically testing the concept of value-in-behavior and its relevance for social marketing," Journal of Business Research, Elsevier, vol. 82(C), pages 56-67.

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