Organization-based social marketing: An alternative approach for organizations adopting sustainable business practices

Authors

Mary Franks Papakosmas, University of WollongongFollow
Gary Noble, University of WollongongFollow
John Glynn, University of WollongongFollow

RIS ID

65470

Publication Details

Papakosmas, M. Franks., Noble, G. & Glynn, J. (2012). Organization-based social marketing: An alternative approach for organizations adopting sustainable business practices. Social Marketing Quarterly, 18 (2), 87-97.

Abstract

This article conceptualizes a new area for social marketing practitioners by focusing on individual behavior change that might occur within organizations. Organization-Based Social Marketing (OBSM) draws from organization change theory and internal marketing theory, while maintaining social marketing’s focus on beneficial behavior modification. The article argues that as such, OBSM represents a viable approach for organizations seeking to address the increasing demand for change strategies that promote proenvironmental behavior among their employees