Skip to main navigation menu Skip to main content Skip to site footer

Articles

No. 4 (2019)

Communication practices in the diffusion of social-business innovation: Insights from B-Corporations

Submitted
January 15, 2020
Published
2020-01-15

Abstract

Companies innovate the value proposition by integrating social and business issues to balance value across multiple actors, thus ensuring the creation of socialbusiness value. Social-business innovation requires that multiple actors come together to align perceptions and expectations and create shared meaning for the development and diffusion of innovation. The debate on the diffusion of social-business
innovation is still in its infancy. This paper focuses on the communication practices of social-business innovation, aiming to analyse this participative process through three main issues: 1) the actors to be involved; 2) the goals to be achieved; 3) the actions to be performed. Specifically, we investigate the efforts of B-Corps to address social challenges by adopting a practice-based approach.

References

  1. Borkowski S.C., Welsh M.J. and Wentzel K. (2012). Sustainability reporting at Johnson & Johnson: A case study using content analysis. International Journal of Business Insights & Transformation, 4: 96-105.
  2. Cajaiba-Santana G. (2014). Social innovation: Moving the field forward. A conceptual
  3. framework, Technological Forecasting and Social Change, 82: 42-51.
  4. Candi M., Melia M. and Colurcio M. (2018). Two Birds with One Stone: The Quest for Addressing Both Business Goals and Social Needs with Innovation. Journal of Business Ethics, 1-15.
  5. Caulier-Grice J., Davies A., Patrick R. and Norman W. (2012). Defining Social Innovation.
  6. A deliverable of the project: The theoretical, empirical and policy foundations for building social innovation in Europe (TEPSIE), European Commission – 7th Framework Programme, Brussels: European Commission, DG Research.
  7. Corsaro D., Sebastiani R. and Mele C. (2017). Practices of Service Innovation Diffusion.
  8. In: Russo-Spena T., Mele C., Nuutinen M. (Eds.). Innovating in Practice (pp. 159-178). Springer, Cham.
  9. Craig R. (2006). Communication as a practice. Thousand Oaks, CA: Sage Publication.
  10. Crestani I. (2016). Change communication: Emerging perspectives for organisations and practitioners. In: The Management Game of Communication. Bingley: Emerald Group Publishing (pp. 225-244).
  11. Dawson P. and Daniel L. (2010). Understanding social innovation: a provisional framework. International Journal of Technology Management, 51(1): 9-21.
  12. Drucker P.F. (1987). Social innovation-management’s new dimension. Long Range Planning, 20(6): 29-34.
  13. Edvardsson B. and Tronvoll B. (2013). A new conceptualization of service innovation
  14. grounded in S‐D logic and service systems. International Journal of Quality and Service Sciences, 5(1): 19-31.
  15. European Commission (2013). Social Innovation Report. Internal market, industry,
  16. entrepreneurship and SMEs. -- Retrieved from ec.europa.eu/growth/industry/innovation/policy/social_en.
  17. Franz H.W., Hochgerner J. and Howaldt J. (eds.) (2013). Challenge Social Innovation.
  18. Potentials for Business, Social Entrepreneurship, Welfare and Civil Society. Berlin: Springer.
  19. Garud R., Gehman J., Kumaraswamy A. and Tuertscher P. (2016). From the process of innovation to innovation as process. The SAGE handbook of process organization studies, pp. 451-466.
  20. Gherardi S. (2019). How to conduct a practice-based study: Problems and methods.
  21. Cheltenham: Edward Elgar Publishing.
  22. Go Jefferies J., Bishop S. and Hibbert S. (2019). Service innovation through resource
  23. integration: An empirical examination of co-created value using telehealth services. Public Policy and Administration.
  24. Halinen A. and Törnroos J.-Å. (2005). Using case methods in the study of contemporary
  25. business networks. Journal of Business Research, 58(9): 1285-1297.
  26. Hall B.H. (2006). Innovation and diffusion. In: Fagerberg J. and Mowery D. C. (Eds.). The Oxford Handbook of innovation (pp 459-485). Oxford: Oxford University Press.
  27. Harmaakorpi V. and Melkas H. (2012). Epilogue: two modes of practice-based innovation. In: Practice-based innovation: Insights, applications and policy implications
  28. (pp. 437-452). Berlin, Heidelberg: Springer.
  29. Haugh H.M. and O’Carroll M. (2019). Empowerment, social innovation and social change. In: Handbook of Inclusive Innovation. Cheltenham: Edward Elgar Publishing.
  30. Hochgerner J. (2013). Social Innovation. Encyclopedia of Creativity, Invention, Innovation and Entrepreneurship (pp. 1678-1686). New York: Springer.
  31. Hsu H.Y., Liu F.H., Tsou H.T. and Chen L.J. (2019). Openness of technology adoption, top management support and service innovation: a social innovation perspective.
  32. Journal of Business & Industrial Marketing, 34(3): 575-590.
  33. Jani D. and Hwang Y.H. (2011). User-generated destination image through weblogs: A comparison of pre-and post-visit images. Asia Pacific Journal of Tourism Research, 16(3): 339-356.
  34. Lusch R.F. and Nambisan S. (2015). Service innovation: A service-dominant logic
  35. perspective. MIS quarterly, 39(1): 155-175.
  36. Lusch R.F. and Vargo S.L. (2014). Service-Dominant Logic Premises, Perspectives,
  37. Possibilities. Cambridge: Cambridge University Press.
  38. MacVaugh J. and Schiavone F. (2010). Limits to the diffusion of innovation: A literature
  39. review and integrative model. European Journal of Innovation Management, 13(2): 197-221.
  40. Malerba F. (2010). Economia dell’innovazione. Roma: Carocci.
  41. Mele C., Colurcio M. and Russo-Spena T. (2014). Research Traditions of Innovation.
  42. Goods-dominant logic, the resource-based approach, and service-dominant logic. Managing Service Quality, 26(4): 612-642.
  43. Mele C., Russo-Spena T. and Tregua M. (2018). The Performativity of Value Propositions
  44. in Shaping a Service Ecosystem: The Case of B-corporations. In: Social Dynamics in a Systems Perspective (pp. 175-194). Berlin: Springer.
  45. Mele C., Russo-Spena T., Pels J. and Tregua M. (2019). Social-business innovation: a fresh conceptualization of collective practices. Social business, forthcoming.
  46. Mele C., Sebastiani R. and Corsaro D. (2019). Service innovation as a social construction: The role of boundary objects. Marketing Theory, 19(3): 259-279.
  47. Mulgan G. (2006). The Process of Social Innovation, in Innovations. Technology, Governance, Globalizations. Boston, MIT Press.
  48. Neumeier S. (2012). Why do Social Innovations in Rural Development Matter and Should They be Considered More Seriously in Rural Development Research? – Proposal for a Stronger Focus on Social Innovations in Rural Development Research. Sociologia Ruralis, 52(1): 48-69.
  49. Nicholls A. and Murdock A. (2012). Social Innovation: Blurring Boundaries to Reconfigure Markets. New York: Palgrave Macmillan.
  50. Ostrom A.L., Bitner M.J., Brown S.W., Burkhard K.A., Goul M., Smith-Daniels V., ... and Rabinovich E. (2010). Moving forward and making a difference: research priorities for the science of service. Journal of Service Research, 13(1): 4-36.
  51. Richter N., Jackson P. and Schildhauer T. (2018). Entrepreneurial behaviour and startups: The case of Germany and the USA. In: Entrepreneurial Innovation and
  52. Leadership (pp. 1-14). London: Palgrave Pivot.
  53. Rogers E.M. (1962). Diffusion of innovations. 1st Edition. New York: The Free Press.
  54. Rogers E.M. (1995). Diffusion of innovations. 3rd Edition. New York: The Free Press.
  55. Rogers E.M. (2010). Diffusion of innovations. 4th Edition. New York: The Free Press.
  56. Rosen S.P. (1994). Winning the Next War. Ithaca, Cornell University Press.
  57. Rubalcaba L. (2016). Social innovation and its Relationships with Service and System
  58. innovation. In: Toivonen M. (Eds.). Service Innovation. Novel Ways of creating Value in Actor System. Japan: Springer.
  59. Rubalcaba L., Di Meglio G. and Gallego J. (2013). Public-private innovation networks and social innovation in the service economy. In: Viñals C.R. and Parra R.C. (Eds.). Social Innovation: New Forms of Organisation in Knowledge-Based Societies (pp. 188-205). London: Routledge.
  60. Russo-Spena T. and Mele C. (2018). Practicing innovation. Napoli: Editoriale Scientifica.
  61. Russo-Spena T., Mele C. and Nuutinen M. (2017). Innovating in practice: Perspectives
  62. and experiences. Switzerland: Springer.
  63. Sabeti H. (2011). The for-benefit enterprise. Harvard Business Review, 89(11): 98-104.
  64. Schumacher E.G. and Wasieleski D.M. (2013). Institutionalizing Ethical Innovation in Organizations: An Integrated Causal Model of Moral Innovation Decision Processes, Journal of Business Ethics, 113(1): 15-37.
  65. Sharma G., Beveridge A.J. and Haigh N. (2018). A configural framework of practice
  66. change for B corporations. Journal of Business Venturing, 33(2): 207-224.
  67. Toivonen T. (2016). What is the social innovation community? Conceptualizing an
  68. emergent collaborative organization. Journal of Social Entrepreneurship, 7(1): 49-73.
  69. Vargo S.L. and Lusch R.F. (2016). Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1): 5-23.
  70. Viñals C.R. (2013). Introduction to social innovation as a new form of organisation in knowledge-based societies. In: Viñals C.R. and Parra R.C. (Eds.). Social Innovation: New Forms of Organisation in Knowledge-Based Societies (pp. 13-21). New York: Routledge.
  71. Wani T.A. and Ali S.W. (2015). Innovation diffusion theory. Journal of general management research, 3(2): 101-118.
  72. Weber R.P. (1990). Basic content analysis. 2nd Edition. Thousand Oaks, CA: Sage.
  73. Wenger E. (1998). Communities of practice: Learning as a social system. Systems
  74. thinker, 9(5): 2-3.