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Unlike other sub‐areas of marketing, such as sports marketing, business‐to‐business marketing or even religious marketing, social marketing attracts a very diverse group of disciples, many of whom have little or no background in the discipline of commercial marketing. At the same time, many with a commercial marketing background have a limited understanding of the social and environmental determinants of health and well‐being and tend to be focused on consumer marketing techniques for a situation where there is wide distribution of product and service offerings and where most target audiences have enough money to make a purchase. These circumstances have resulted in a number of myths and misunderstandings being expressed by “social marketers” which could negatively impact on the practice of social marketing and hence the effectiveness of campaigns described as such. The aim of this paper is to describe and dispel eight “mythunderstandings” commonly expressed by social marketing practitioners and others.

The paper presents Ad hoc observations on issues that arise from time to time on the social marketing listserv (listserve.social.marketing@uis‐listproc‐1.georgetown.edu) and at social marketing conferences.

It is suggested that those wishing to operate in the domain of social marketing could benefit from a look at the history of marketing and some of the basic textbooks to help dispel some of these myths.

Eight commonly expressed mythunderstandings are listed, including definitional issues, the roles of education, law and advocacy in social marketing and whether the sought behaviour change must be voluntary. While others have looked at outsiders' misunderstandings of social marketing, this paper looks at the mythunderstandings of social marketers themselves.

The purpose of this article is to investigate the effectiveness of the Supernanny reality television programs in teaching parenting techniques and changing parenting behaviors.

A telephone survey was conducted with a random sample of 400 respondents who had watched at least one episode of the Supernanny program.

Almost 75 percent of the respondents had viewed the program regularly for interest and/or for educational reasons; significantly more people who said they watched for education could recollect parenting techniques than those who said they watched for entertainment. Respondents agreed that the program informed them about different techniques for managing the behaviors of their children (88 percent) and said they had used (53 percent) or intended to use (23 percent) a number of those techniques. A total of 80 percent of the respondents saw the show as realistic and 93 percent of the viewers perceived the program as useful to some extent in terms of changing their behaviors and their children's behaviors in positive ways. There were some significant differences, with greater effects in women, younger respondents, and parents of younger children.

Reality television can be used as an effective social marketing, mass media “place” strategy to convey positive parenting techniques and to promote positive behavior change.

Edutainment (combining entertainment with education) has been used to promote positive social behaviors for some years but the use of the specific entertainment vehicle “reality television” has not previously been examined as a social marketing place strategy.

After completion of this case study, students will be able to understand about characteristics of urban poor in the city of Mumbai which will aid in understanding about other emerging markets as well, to apply Health Belief Model to help students analyse behaviour change model, to apply social marketing strategies to popularize a social marketing cause, to learn about non-traditional intermediaries and apply to promote a social marketing cause, to apply Ansoff matrix and evaluate various strategies for growth and to analyse various challenges faced by social entrepreneurs and enable learners to arrive at solutions (applicable for social entrepreneurs and marketing executives).

This case study looked at a Mumbai-based organization, Medow Brite Enterprises, which sold sanitary napkins under the brand FeelOn to women particularly from urban poor background. The protagonist Mrs Ameeta Neel Ramesh was at the helm of the organization and was stuck with a dilemma – whether to enter rural markets or focus on selling incinerators and aid in disposing used sanitary napkins which was adding to the volume of non-biodegradable waste in the city. In 2019, Ameeta made her first investment in Medow Brite. The organization had seen turbulent times during COVID-19 outbreak. However, Ameeta with her astute strategy, helped the company get back on its feet. Medow Brite instead of manufacturing started procuring quality sanitary napkins from specific vendors. In contrast to many other sanitary napkins available in the market, FeelOn had cotton sanitary napkin variant without presence of plastic in the pads. Ameeta had taken a different route for sale of her sanitary napkin, she conducted awareness sessions with the help of non-governmental organizations in various locations of Mumbai as well as Maharashtra. Post these sessions she sold her sanitary napkins among the attendees of the awareness sessions.

The case study can be included in marketing management course, consumer behaviour as well as social marketing courses in both undergraduate level and postgraduate level. In addition, the case study is also suitable for social entrepreneurs and marketing executives to discuss about non-traditional sales and marketing approaches, identifying unique segments and understanding behaviour change theories.

Teaching notes are available for educators only.

CSS 8: Marketing.

This chapter explores the queasy relationship between food and sex on The Archers. For listeners, food provides an imaginative reference point; consumption of food hints towards characters embodiment and occupation of physical space. To the extent that these characters have boundaries, the way they approach and react to food reveals their rigidity or permeability, and the tones in which characters offer, provide, prepare, coax and force food upon one another tells us a lot about the sexual politics at play in Ambridge. In The Archers, women cook and men eat. Characters who rebel against this norm often subvert traditional masculinity in other ways.

Through close reading (and obsessive listening), this chapter analyses the ways in which food allows the relationships on The Archers to act as foils to one another. It also explores: food as metaphor; food used both to sustain and fortify the boundaries of the self and to besiege the ego boundaries of others; how characters are given weight in acoustic space; female emancipation; male helplessness; the hunger/satiety/aural claustrophobia of listeners.

Implementing the sustainable development goals (SDGs) has proven a significant challenge for companies. While multinational enterprises (MNEs) have shown a real intention to contribute to these goals, they face major barriers in implementing the SDGs in their core business strategies. Extant academic studies on this phenomenon have primarily explored why companies “should” address the SDG agenda but have not (yet) explored what “works,” what does not “work,” and why. Therefore, evidence of a sizable gap between intention and realization is growing. Besides, there is a limited explanation for the existence of this gap and no validated implementation models that could help overcome it. Additionally, management research remains relatively fragmented. The diversity of existing theoretical and empirical frameworks makes it difficult to consolidate scientific and practical insights on “how” to guide companies to accelerate the global goals through their core operations.

This study is one of the first attempts to draw lessons from extant research on effective SDGs’ implementation strategies. For that, we upgrade the “SDG Compass,” which has been recognized as a leading framework for SDGs implementation in companies’ core activities. A critical assessment of the literature on the SDGs implementation has been conducted through a systematic literature review (SLR) and bibliometric analysis. This has helped us identify gaps in the SDG implementation practice and accumulate relevant insights supporting a more integrated and upgraded implementation framework: the SDG Compass+. This framework can advance coordinated theoretical and practical research by identifying the antecedents and critical factors of impactful SDG implementation strategies.

Barnard was acutely aware of the social factors present in organizations and their influence on the effectiveness of organizations. He realized that cooperation, and more specifically that systems of cooperation, were a critical, essential element of effective organizational functioning. This paper extends Barnard’s conception of cooperative systems into what we call the coworker effect. The coworker effect is as an important factor linking positive individual behavior with the broader social context of the work group. In this article we will discuss the outcomes of the coworker effect and the sources that give it its power. In so doing, we can show how cooperative systems behaviorally impact on organizations and how organizations might be able to marshal this important resource more effectively.

A sustainable future requires that we empower our children to not only make green consumer choices but also consider the wider issues of sustainable consumption. This paper aims to investigate suitable measures to evaluate children’s sustainable consumption and production (SCP) knowledge, attitudes and behaviour and develop and test intervention content aimed at improving literacy in this area.

A mixed method approach was adopted to develop measurement and intervention materials for SCP. 21 Year Eight (12-13-year-old) New Zealand children participated in one-hour focus groups where they completed scales to measure their sustainable consumption attitudes two major environmental values, behaviours The middle school environmental literacy survey and knowledge and participated in discussions to evaluate the SCP knowledge intervention content and questions developed.

A qualitative analysis of group discussion was used to test the understandability, perceived usefulness and level of difficulty of the intervention booklet to inform its further development. The results show children’s (prior) knowledge score was highly correlated with their attitudes, and attitudes were highly correlated with both intention and behaviour scores. The paired t tests demonstrated significant differences in the pre- and post-intervention knowledge scores.

The measures and intervention content piloted in this study fill an important gap in existing literature, addressing the lack of appropriate measures and resources to encourage and enhance children’s important role in contributing to a sustainable consumption future.

The development of a measurable intervention will enable the establishment of a platform for the continued and participatory development of sustainable consumption and production resources for children.

Who will lead Ambridge in the years to come? Theories rooted in psychology and political science, when applied to family dynamics in The Archers, allow for some educated guesses. Social learning theory suggests that children who see their parents vote, run for office and participate in other civic activities are more likely to do the same in adulthood. Emma Grundy did just that when she followed in the footsteps of her father, Neil Carter, in winning a seat on the parish council. Previous research has found that birth order also can shape future leaders, with the eldest child more likely to benefit developmentally from parents' undivided attention in the early years, and also more likely to establish a hierarchy of power over younger siblings. With these factors in mind, who are the most probable contenders to lead Ambridge in the spheres of politics, business and civic affairs? The extant research points to Pip Archer, Lily Pargetter, Phoebe Aldridge and George Grundy. The unique circumstances of Ruairi Donovan's childhood suggest he may also be a formidable candidate. And, as is the case in so many contexts, one would be wise not to overlook Molly Button.

The purpose of this study is to understand what a sustainable future would look like and the nature of the changes needed to achieve it. Continued reliance on economic growth to meet the demands of a growing population is unsustainable and comes at an unacceptable social and environmental cost. Given these increasing demands, radical changes to present practices of production and consumption are needed to enable a sustainable future.

To address this the projective technique of backcasting was used in a pilot study to explore student visions of a sustainable future. An integrative framework comprising housing, clothing, travel, leisure and food provided the structure for six focus group discussions.

Thematic analysis identified three key characteristics of a sustainable consumption future, namely, efficiency, sharing and community and three critical elements, namely, the role of government, education and technology, necessary for its achievement.

Demonstrating the usefulness of backcasting will encourage its application in a wider range of consumption contexts with a broader range of participants. The vision of a sustainable future provides a blueprint that identifies its nature, and the basis upon which decisions to achieve it can be made.

The research introduces the technique of backcasting and demonstrates its usefulness when dealing with complex problems, where there is a need for radical change and when the status quo is not sustainable. Unexpectedly, results suggest a commitment to prosocial values, collaborative experience, collective action and the importance of community. Research and social implications demonstrating the usefulness of backcasting will encourage its application in a wider range of consumption contexts with a broader range of participants. The vision of a sustainable future provides a blueprint that identifies its nature, and the basis upon which decisions to achieve it can be made.