Marketing Social Innovations Concept: An Appeal for Methodological Pluralism

23 Pages Posted: 5 Feb 2016

See all articles by Edouard Novatorov

Edouard Novatorov

National Research University Higher School of Economics

Date Written: February 4, 2016

Abstract

Societal problems represent both opportunities and challenges for private and public organizations. Issues such as poverty, climate change and inequality can be seen either as a burden or as a source for innovation. Multinational Corporations, Nonprofit Organizations (NGOs), Cooperatives and Social-Purpose Organizations (SPOs) have engaged in projects that can tackle some of these major societal issues. The paper explores existing discussion over controversial social marketing concept and develops superior conceptualization of social innovation marketing concept based on pluralist research paradigm found in the philosophy of social science literature.

Keywords: social innovation, social marketing, social innovation marketing, pluralist research paradigm

JEL Classification: H40, L39, L31, B40, D64, I30, M30, M31, M39

Suggested Citation

Novatorov, Edouard, Marketing Social Innovations Concept: An Appeal for Methodological Pluralism (February 4, 2016). Available at SSRN: https://ssrn.com/abstract=2727720 or http://dx.doi.org/10.2139/ssrn.2727720

Edouard Novatorov (Contact Author)

National Research University Higher School of Economics ( email )

Myasnitskaya street, 20
Moscow, Moscow 119017
Russia

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