Title

Commentary: Transformative service research and social marketing - converging pathways to social change

RIS ID

134602

Publication Details

Russell-Bennett, R., Fisk, R. P., Rosenbaum, M. S. & Zainuddin, N. (2019). Commentary: Transformative service research and social marketing - converging pathways to social change. Journal of Services Marketing, Online First 1-10.

Abstract

Purpose: The purpose of this paper is to discuss two parallel but distinct subfields of marketing that share common interests (enhancing consumers’ lives and improving well-being): social marketing and transformative service research. The authors also suggest a research agenda.

Design/methodology/approach: The paper offers a conceptual approach and research agenda by comparing and contrasting the two marketing fields of transformative service research and social marketing.

Findings: Specifically, this paper proposes three opportunities to propel both fields forward: 1) breaking boundaries that inhibit research progress, which includes collaboration between public, private and nonprofit sectors to improve well-being; 2) adopting more customer-oriented approaches that go beyond the organizational and individual levels; and 3) taking a non-linear approach to theory development that innovates and co-creates solutions.

Originality/value: This paper presents the challenges and structural barriers for two subfields seeking to improve human well-being. This paper is the first to bring these subfields together and propose a way for them to move forward together.

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Link to publisher version (DOI)

http://dx.doi.org/10.1108/JSM-10-2018-0304