Conceptual analysis outlines distinct partnership models across social marketing orientations, highlighting strategies to resolve collaborative tensions in behavior change programs.
Key Points
To investigate the conceptualisation of partnership within the evolving social marketing landscape and establish a theoretically grounded framework integrating systems thinking and stakeholder theory.
Conducted a conceptual synthesis integrating theoretical literature from social marketing, systems thinking, and stakeholder theory.
Analyzed the varied scopes, focus areas, and relationship dynamics of partnerships across diverse social marketing orientations.
Identified a lack of universally accepted, precise definitions for 'partner' and 'partnership' across existing social marketing literature.
Differentiated partnership approaches according to distinct social marketing orientations, establishing a classification model to manage collaborative tensions and advance net-positive social impact.