Evaluating Social Marketing Programme Implementation Using Service Dominant Logic Framework: A Study of Service Innovation in Sarva Shiksha Abhiyan

2011 ◽  
Author(s):  
Rajeev Verma
Keyword(s):  
Social Marketing ◽  
Service Innovation ◽  
Programme Implementation ◽  
Service Dominant Logic ◽  
Dominant Logic ◽  
Social Marketing Programme

Service Innovation: A Service-Dominant Logic Perspective

MIS Quarterly ◽  
2015 ◽  
Vol 39 (1) ◽  
pp. 155-175 ◽  
Author(s):  
Robert F. Lusch ◽  
◽  
Satish Nambisan ◽  
Keyword(s):  
Service Innovation ◽  
Service Dominant Logic ◽  
Dominant Logic

scholarly journals Value logics for service innovation: practice-driven implications for service-dominant logic

2018 ◽  
Vol 12 (3) ◽  
pp. 457-481 ◽  
Author(s):  
Erik Lindhult ◽  
Koteshwar Chirumalla ◽  
Pejvak Oghazi ◽  
Vinit Parida
Keyword(s):  
Service Innovation ◽  
Service Dominant Logic ◽  
Dominant Logic

Social marketing planning

2017 ◽  
Author(s):  
Jeff French
Keyword(s):  
Social Marketing ◽  
Programme Implementation ◽  
Planning Models ◽  
Marketing Planning ◽  
Planning Approach ◽  
Planning Processes ◽  
Systematic Planning ◽  
Behavioural Theories ◽  
Social Marketing Programme

There is a lack of systematic planning in many public programmes, despite the existence of a number of well-designed and tested systematic planning models. One of the defining features of social marketing is the application of systematic and transparent planning to achieve defined and measurable social objectives. When planning social marketing interventions aimed at influencing behaviour, behavioural theories and models should have a central role in informing the intervention’s design and evaluation. However, an equally important factor in the delivery of an intervention is the application of a logical and documented planning approach in order to produce learning about what worked well and what did not. Systematic planning processes are key to understanding not only which elements of a social marketing programme are most successful but also which are most efficient. A focus on systematic planning is a valuable way to ensure that programme implementation weaknesses are addressed and mitigated.

scholarly journals From social marketing and service-dominant logic to engagement in mindfulness practice: a field experiment

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Carolina Pantuza Vilar dos Santos ◽  
Evandro Luiz Lopes ◽  
Julia Costa Dias ◽  
André Gustavo Pereira de Andrade ◽  
Celso Augusto Matos ◽  
...  
Keyword(s):  
Field Experiment ◽  
Social Marketing ◽  
Time Factors ◽  
Mindfulness Practice ◽  
Control Group ◽  
Complex Nature ◽  
Service Dominant Logic ◽  
Control Group Design ◽  
Content Type ◽  
Dominant Logic

Purpose Based on the assumption of the service-dominant logic (S-D logic) that every exchange is service-for-service and on the relevance of the beneficiary’s role in the co-creation of value, this paper aims to investigate the effects of engagement in the context of social marketing, where the value proposition is an invitation to practice mindfulness. Design/methodology/approach A field experiment was carried out with 72 volunteers, using a pre-test/post-test control group design. The treatment applied was a set of strategies to increase the engagement of the participants to attain a better result in five dependent variables associated mainly with the benefits of mindfulness practice. Measurements were made from a profile analysis, and submitted to Mann-Whitney and t-tests. Findings A large effect of group and time factors were observed in the multivariate test, as well as differences in the co-creation of value between groups. Originality/value This study can contribute to stimulate experimental transdisciplinary research in humans, using concepts from S-D logic and social marketing to promote positive behavioral change. This approach is probably more efficient at explaining and improving human behavior, given its complex nature.

Value proposition test-driving for service innovation: how frontline employees innovate value propositions

2016 ◽  
Vol 26 (3) ◽  
Author(s):  
Maria Åkesson ◽  
Per Skålén ◽  
Bo Edvardsson ◽  
Anna Stålhammar
Keyword(s):  
Design Methodology ◽  
Service Innovation ◽  
Innovation Process ◽  
Frontline Employees ◽  
Value Proposition ◽  
Service Dominant Logic ◽  
Dominant Logic ◽  
Study Approach ◽  
Value Propositions

Purpose This article investigates the role of frontline employees in service innovation from a service-dominant logic perspective. Frontline employees lack a formal innovation obligation. Service innovation is a resource integration process resulting in the creation of new value propositions. Design/methodology/approach A case study of service innovation projects that includes three different businesses in the IT sector and personal interviews with 25 frontline employees. Findings The findings suggest that frontline employees contribute to service innovation by test-driving potential value propositions. Three types of value proposition test-driving have been identified: cognitive, practical, and discursive. The findings suggest interdependencies between the different modes of value proposition test-driving, as well as specific phases of the service innovation process dominated by one form or another. Research limitations/implications Value proposition test-driving offers a fruitful context for managers to involve frontline employees and use their creativity and expertise. The case study approach, however, limits the statistical generalizability of the findings. Originality/value The study is novel in that it (a) introduces the notion of value proposition test-driving for service innovation; (b) provides a systematic empirical analysis of how frontline employees contribute to service innovation by test-driving value propositions; (c) offers a service innovation model informed by the service-dominant logic; and (d) contributes to the service-dominant logic by detailing how service innovation occurs in practice.

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