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Título: MARKETING SOCIAL PROGRAMS ON THE BUSINESS SECTOR: MULTI-CASE ANALYSES ON CO-CREATION VALUE
Autor: ANDRÉIA APARECIDA ALBINO
Instituição: PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO - PUC-RIO
Colaborador(es):  LUIS ALEXANDRE GRUBITS DE PAULA PESSOA - ADVISOR
Nº do Conteudo: 27438
Catalogação:  21/09/2016 Idioma(s):  PORTUGUESE - BRAZIL
Tipo:  TEXT Subtipo:  THESIS
Natureza:  SCHOLARLY PUBLICATION
Nota:  Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio.
Referência [pt]:  https://www.maxwell.vrac.puc-rio.br/colecao.php?strSecao=resultado&nrSeq=27438@1
Referência [en]:  https://www.maxwell.vrac.puc-rio.br/colecao.php?strSecao=resultado&nrSeq=27438@2
Referência DOI:  https://doi.org/10.17771/PUCRio.acad.27438

Resumo:
Considering the increasingly interest of the business sector in projects and programs which seek to contribute to society s well-being, including actions of social marketing, this research s main objective was to identify, from the concerned parties perspective, specially the target audience, how the co-creation is approached (and manifested) in marketing social programs developed by enterprises in Brazil. Therefore, a multi-case study was developed, which had, as its objects of study, three initiatives from a private Brazilian company that operates in the convenience goods sector, in partnership with other organizations. All of the studied initiative show aspects that characterized them as social marketing actions and embraced a few different aspects of interest from society, among which were: segregation of solid residues, cardiovascular care and children s hygiene habits, especially through adequate hand washing. Methods for data collection include forty face to face, phone and e-mail interviews as well as observation procedures and research of many files and documents provided by a few of the respondents. The data analyses was qualitative, following preestablished trends, taking the literature review as a starting point. The results from the research pointed out that the studied initiatives were developed based on several elements of co-creation of value, specially the project aimed at adequate hand hygiene. Regarding the discovery, design and delivery of value processes specifically, it is noticeable that in the initiatives studied, value co-creation elements are predominantly in the delivery step, and the design discovery processes seem to have occurred only under the responsibility of the organizations involved, with no evidence to suggest the participation of the audience. It was identified that the most obvious approach of the studied initiatives is the downstream, more focused on individual behavior change. This work contributes to fill a gap in respect of social marketing literature and co-creation of value, especially in relation to the study of actions developed by the private sector. In addition, the research s results, when reporting certain conditions under which the studied initiatives operate, also indicated room for improvement in their results if more principles of co-creation of value were to be implemented.

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