Benchmarking road safety success: Issues to consider

Stephen Dann and Marie-Louise Fry

Australasian marketing journal, 2009, vol. 17, issue 4, 226-231

Abstract: Success in social marketing is rarely clear cut and even more rarely believed to have been achieved. Social marketing practitioners are under increasing scrutiny to benchmark efficiencies of social change programs to achieve ‘success’ outcomes. Using road safety as a case study, this paper addresses the complex nature of success within a social marketing context. First, we discuss the conundrum facing road safety in articulating ‘success’ when at policy level success is quantified objectively, yet at a community level perceptions of system failure are equated with individual death. Methodologically we apply comparative empirical approaches to examine perceptual versus objective road safety outcomes. The paper concludes with a discussion and proposal of alternate strategies for measuring programmatic success, and raise issues concerning the longevity of developing competitive and sustainable benchmarks.

Keywords: Social marketing; Road safety; Road safety success; Competitive benchmarks; Policy (search for similar items in EconPapers)
Date: 2009
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S144135820900041X
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:17:y:2009:i:4:p:226-231

DOI: 10.1016/j.ausmj.2009.06.004

Access Statistics for this article

Australasian marketing journal is currently edited by Roger Marshall

More articles in Australasian marketing journal from Elsevier
Bibliographic data for series maintained by Catherine Liu ().