The Role of Civil Society Organizations in Social Innovation as an Example of the New Social Marketing

Álvarez García, Begoña; Álvarez-González, Luis Ignacio; Rey-García, Marta; Salido-Andrés, Noelia; Sanzo Pérez, María José

Use this link to cite:

http://hdl.handle.net/2183/35269

The Role of Civil Society Organizations in Social Innovation as an Example of the New Social Marketing

Files

(9999-12-31)SalidoAndrés_Role_Civil_Society.pdf (436.56 KB)

Identifiers

URI: http://hdl.handle.net/2183/35269

DOI: https://doi.org/10.1007/978-3-030-04843-3_15

Publication date

2019

Authors

Álvarez García, Begoña

Álvarez-González, Luis Ignacio

Rey-García, Marta

Salido-Andrés, Noelia

Sanzo Pérez, María José

Bibliographic citation

Álvarez-García, B., Álvarez-González, L.I., Rey-García, M., Salido-Andrés, N., Sanzo-Pérez, M.J. (2019). The Role of Civil Society Organizations in Social Innovation as an Example of the New Social Marketing. In: Galan-Ladero, M.M., Alves, H.M. (eds) Case Studies on Social Marketing. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-04843-3_15

Abstract

[Abstract]: The objective of the present case study is to describe to what extent the design and implementation of socially innovative activities and projects by Civil Society Organizations take into consideration the principles and tools of social marketing. With this objective, REAS (a Spanish Network of Alternative and Solidarity Economy Networks), and its online ﬁnancial education platform economiasolidaria.org, has been selected as unit of analysis of the case. The empirical study developed reveals how REAS is effectively a nonproﬁt organiza- tion very oriented to the market, in the sense of adopting the concept of market- ing, and how marketing-mix variables (fundamentally, the variables product, place, and promotion) have been very important in the design, implementation, and dissemination of its online platform.