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Viewing corporate community involvement as an oikonomic (mutually beneficial) practice - an s-d logic perspective

Brown, J (2016) Viewing corporate community involvement as an oikonomic (mutually beneficial) practice - an s-d logic perspective. In: Academy of Marketing - Radical Marketing 2016, 05 July 2016 - 07 July 2016, Northumbria University, Newcastle, UK. (Unpublished)

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Abstract

The purpose of the paper is to propose a new conceptual model based on service-dominant logic foundational premises (FPs) and speficially the recently introduced eleventh FP based on institutions together combined with a detailed understanding of social norms (Vargo & Lusch 2016, Varman & Costa 2009). This model is then used to offer a new perspective on corporate community involvement (CCI) providing the potential to view CCI as an oikonomic practice. Primary case study research was undertaken as an illustrative example of the usefulness of the model in understanding one example of succesful long term CCI from all actors perspectives. Key social norms that were used to sustain and develop the institutions required for value cocreation were identified from the various actors perspectives and similarities and differences explored in detail. The proposed model and case study findings offer potential new contributions to the CCI and the S-D logic literature.

Item Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions: Liverpool Business School
Date Deposited: 22 Jul 2016 10:22
Last Modified: 22 Jul 2016 10:22
URI: http://researchonline.ljmu.ac.uk/id/eprint/3921

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