Stakeholder Marketing Approach in Behaviour Change Marketing Initiatives Sameer Deshpande Faculty of...
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Transcript of Stakeholder Marketing Approach in Behaviour Change Marketing Initiatives Sameer Deshpande Faculty of...
Stakeholder Marketing Approach in Behaviour Change Marketing
Initiatives
Sameer DeshpandeFaculty of Management,
University of Lethbridge, Canada
Thank You!
Zafer and Meltem Erdogan
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Socially Responsible Marketing
• CSR marketing– Social marketing– Community initiatives– Cause marketing– Philanthropy
• Social marketing– Corporate– Government– Nonprofit
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Key Points of Discussion
• Stakeholder marketing approach• Challenges in practice• Issue-management approach to stakeholder
marketing– Social marketing in India
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Poor effectiveness and efficiency of behaviour change initiatives
Could neglect of stakeholders be one of the reasons?
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Stakeholders
• Definition of stakeholders (Freeman 1984)
• Stakeholder relationships– Important in the corporate
sector– Necessary in the non-profit
and the government sector• Lack of resources and
infrastructure (Niblett 2005) • Promotion of culturally
sensitive products (Harvey 1999)
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BEYOND END CONSUMER ORIENTATION
Relationship Marketing
• Applied in commercial marketing (example, Morgan and Hunt 1994), but less in social marketing
• Primary objective (Kotler and Cunningham, 2004)
• Its usefulness (Kotler and Cunningham 2004, McAlister, Bolton, and Rizley 2006, Anderson, Hakansson and Johanson 1994)
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CASE 1:
Government of India
Third Round of National AIDS Control Program
CASE 2: HIV/AIDS in Africa
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Case 3: Sodium Reduction in Canada, 2009
Canadian Efforts
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Reasons for Lack of Stakeholder Marketing
• RESOURCES– Time– Money– Access– Ability
• Lack of motivation• Lack of orientation
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Implications of Lack of Stakeholder Marketing
• Effectiveness– Poor support– Strong opposition
• Efficiency• Delay in projects• Future prospects of behaviour change
initiatives– Funding
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What needs to be done?
• Stakeholder analysis• Stakeholder marketing initiatives– Downstream, midstream, and upstream
• Approaches to stakeholder marketing– Traditional approach– Issue-based approach
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Traditional Approach
• Four-step process (Freeman 1984) – Identify relevant stakeholder groups – Determine the stake and importance of each– Determine how effectively the ‘expectation’ of
each group is presently being met, and – Modify corporate policies and priorities to take
into consideration stakeholder interests
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Issue-Based Management Approach in Social Marketing
Igor Ansoff
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• TRADITIONAL– STAKEHOLDER ISSUE
• ISSUE-BASED– ISSUE STAKEHOLDER
• Numerous stakeholders• Similarity in stake• Efficiency and effectiveness
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CASE 4: CONDOM SOCIAL MARKETING IN INDIA
Background
• Population – 1.25 bn (2015)– Growth: 1.24% p.a. (2015)– TFR: 2.50 children born/woman (2012)• Steadily declining since 1960s
• HIV/AIDS– People living with HIV/AIDS: 2.4 mn (‘07)• Third largest (5.7 mn in S. Africa; 5,500 in Turkey)
– Prevalence among adults: 0.3% (‘07)• Ranked 167th (26% in Swaziland; <0.1% in Turkey)
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AFTER 50 YEARS OF PROMOTION IN INDIA,
CONDOM USE IS ONLY 6%
Method• 75 long-interviews in India (McCracken)• Managers recruited through snowball technique• Managers involved in contraceptive SM campaigns who held a senior
administrator position such as CEOs or heads of social marketing division. – Government of India: Ministry of Health and Family Welfare, National AIDS
Control Organization– City Government: MDACS– Funding Agencies: USAID, Gates, Packard– UN agencies: UNAIDS, WHO, UNFPA– Foreign private SM organisations: PSI, DKT, Janani, FHI, FPAI, IPAS– Indian private SM organisations: Parivar Seva Sanstha, HLFPPT, SOSVA– Community-based SM organisations: Humsafar– Academics, Research Institutes: IIPS, ICRW, JHU, Quantum, RCSHA, ORG– Media/Advertising: BBCWST, Lowe, Percept
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Results
• Morality• Patriarchy• Governance• Urban/rural divide
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PKAamir Khan
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https://www.youtube.com/watch?v=RHBndudwcLI(1:47:30 – 1:50:10)
Results
• Morality• Patriarchy• Governance• Urban/rural divide
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MoralityBindaas Bol BBC WST
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Other Contexts
Polio Eradication in Indiahttps://www.youtube.com/watch?v=qDrxJAS8ivs
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Issue Management in Bollywood
– Hinduism (330 million Gods/Goddesses)– Islam (Sunni, Shia, Sufi)– Christianity (Catholic, Syrian Orthodox, Greek
Orthodox)– Jainism– Buddhism– Sikhism• SPEAKING 400 LANGUAGES in 1,600 DIALECTS
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PKAamir Khanhttps://www.youtube.com/watch?v=UGWH0_AHerc
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Conclusions
• Underlying issues influence effectiveness of business, organizations, and social change efforts
• Efficient to address issues rather than individual stakeholders
• Organizations should be cognizant of what issues are prevalent in certain contexts
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Final Thoughts
• Stakeholder analysis is critical to success• Stakeholder marketing should become a
necessary step in behavior change efforts for corporate, government, and nonprofits
• Issue-based approach can provide efficient way to manage stakeholders
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