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Promoting Social Innovation Using Marketing And Communication Tools

Author

Listed:
  • Cătălin Mihail Barbu

    (University of Craiova Faculty of Economics and Business Administration)

  • Anca Floriana Păunescu

    (University of Craiova Department of Applied Modern Languages)

  • Oprea Valentin Busu

    (University of Craiova Teaching Staff Training Department)

Abstract

The complexity of social problems involves sustained interventions not only from state actors but also from non-profit organizations. These initiators are called upon to address various issues, of a large group of beneficiaries, in the most creative way and with the few available resources. In this sense, social innovation is required to create sustainable and impactful projects. Social innovation needs marketing and communication tools to get the help of the beneficiaries and the public opinion to support these projects, including financial contributions. In this paper we seek out to obtain some answers on the role of marketing and communication in promoting and sustaining social innovation. In order to obtain the support of stakeholders on the long-run, social innovation can rely on the help of marketing and communication techniques. The positive results of social innovation projects need to be disseminated and multiplied so that stakeholders beneficiate from them. In the absence of sustained communication, solid projects of social innovation might not reach their goals and disappear in their infancy.

Suggested Citation

  • Cătălin Mihail Barbu & Anca Floriana Păunescu & Oprea Valentin Busu, 2019. "Promoting Social Innovation Using Marketing And Communication Tools," Annals of University of Craiova - Economic Sciences Series, University of Craiova, Faculty of Economics and Business Administration, vol. 2(47), pages 42-52, December.
    • Handle: RePEc:aio:aucsse:v:2:y:2019:i:47:p:42-52
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    File URL: http://feaa.ucv.ro/annals/v2_2019/005.pdf
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    References listed on IDEAS

    as
    1. Miloslava Chovancová & Christian Nedu Osakwe & Benson U. Ogbonna, 2015. "Building Strong Customer Relationships through Brand Orientation in Small Service Firms: An Empirical Investigation," Croatian Economic Survey, The Institute of Economics, Zagreb, vol. 17(1), pages 111-138, June.
    2. Maria Magdalena Criveanu & Daniela Victoria Popescu, 2018. "Pricing Strategy For Digital Products," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 26-31, February.
    3. Tudor NISTORESCU & Catalin Mihail BARBU & Claudia Cristina PLOSCARU, 2014. "Brand - Product Interdependence," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 7-13, May.
    4. Ruxandra-Irina POPESCU & Ruxandra-Irina POPESCU & Ovidiu-Iulian BUNEA, 2018. "Influences on Urban Competitiveness Development from the Perspectives of Business and Local Authorities," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 19(4), pages 359-371, October.
    5. Cătălin Mihail BARBU, 2011. "The Meanings of “Made in Romania” among the Romanian Consumers," Theoretical and Applied Economics, Asociatia Generala a Economistilor din Romania - AGER, vol. 0(7(560)), pages 31-42, July.
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    More about this item

    Keywords

    marketing tools; social innovations; organizational communication; organizational identity; stakeholders;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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