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

Begoña Álvarez-García (), Luis Ignacio Álvarez-González (), Marta Rey-García (), Noelia Salido-Andrés () and María José Sanzo-Pérez ()
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Begoña Álvarez-García: University of A Coruña
Luis Ignacio Álvarez-González: University of Oviedo
Marta Rey-García: University of A Coruña
Noelia Salido-Andrés: University of A Coruña
María José Sanzo-Pérez: University of Oviedo

A chapter in Case Studies on Social Marketing, 2019, pp 171-181 from Springer

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 organization very oriented to the market, in the sense of adopting the concept of marketing, 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.

Keywords: Social marketing; Civil Society Organizations; Social innovation; Nonprofit sector; Solidarity economy (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-04843-3_15

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DOI: 10.1007/978-3-030-04843-3_15

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