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

In: Case Studies on Social Marketing

Author

Listed:
  • 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)

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.

Suggested Citation

  • Begoña Álvarez-García & Luis Ignacio Álvarez-González & Marta Rey-García & Noelia Salido-Andrés & María José Sanzo-Pérez, 2019. "The Role of Civil Society Organizations in Social Innovation as an Example of the New Social Marketing," Management for Professionals, in: M. Mercedes Galan-Ladero & Helena M. Alves (ed.), Case Studies on Social Marketing, pages 171-181, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-04843-3_15
    DOI: 10.1007/978-3-030-04843-3_15
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