dc.contributor.author | Shaw, David | |
dc.contributor.author | Harris, Fiona | |
dc.contributor.author | Ali, Haider | |
dc.date.accessioned | 2024-09-25T16:15:02Z | |
dc.date.available | 2024-09-25T16:15:02Z | |
dc.date.issued | 2024-09-10 | |
dc.identifier.citation | Shaw , D , Harris , F & Ali , H 2024 , ' Partnerships as strategy in macro-social marketing ' , Journal of Macromarketing . https://doi.org/10.1177/02761467241267380 | |
dc.identifier.issn | 0276-1467 | |
dc.identifier.uri | http://hdl.handle.net/2299/28253 | |
dc.description | © The Author(s) 2024. his article is distributed under the terms of the Creative Commons Attribution 4.0 License (https://creativecommons.org/licenses/by/4.0/) | |
dc.description.abstract | National government programmes tackling complex social problems have adopted a macro-social marketing approach, with resultant campaigns increasingly containing a partnerships element. However, a lack of academic literature regarding partnerships in macro-social marketing exists, particularly the ‘why’ of partnerships in national behaviour change interventions. Using a case study methodology, data were collected through three methods (participant observation, document analysis and semi-structured interviews) and analysed using thematic analysis. This paper offers a greater theoretical understanding of why partnerships are used in national social marketing programmes. The findings uncover a new way of conceptualising partnerships in macro-social marketing: holistically as a strategic concept that supports system-wide behaviour change. The findings further reveal that, as a concept, partnerships can play a strategic role in the long-term development and delivery of solutions to tackle complex social problems. Two types of partnerships - strategic partnerships and signposting (tactical) partnerships – are identified and defined. | en |
dc.format.extent | 14 | |
dc.format.extent | 795031 | |
dc.language.iso | eng | |
dc.relation.ispartof | Journal of Macromarketing | |
dc.subject | Macro-social marketing, partnerships, strategy, macromarketing, behaviour change | |
dc.subject | macro-social marketing | |
dc.subject | macromarketing | |
dc.subject | partnerships | |
dc.subject | behaviour change | |
dc.subject | strategy | |
dc.subject | Marketing | |
dc.title | Partnerships as strategy in macro-social marketing | en |
dc.contributor.institution | Hertfordshire Business School | |
dc.contributor.institution | Enterprise and Value Research Group | |
dc.description.status | Peer reviewed | |
dc.identifier.url | http://www.scopus.com/inward/record.url?scp=85203791186&partnerID=8YFLogxK | |
rioxxterms.versionofrecord | 10.1177/02761467241267380 | |
rioxxterms.type | Journal Article/Review | |
herts.preservation.rarelyaccessed | true | |