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Transferring social marketing knowledge through third sector CoPs

Transferring social marketing knowledge through third sector CoPs
Transferring social marketing knowledge through third sector CoPs
This paper investigates how knowledge of marketing techniques is acquired by third sector organisations (TSOs) through the activities of individuals who participate in various communities within a range of public and private organisations as well as TSOs. A Communities of Practice (CoP) framework is employed to investigate and develop an appreciation of the transfer of marketing knowledge within a case study community of TSOs. The findings suggest that community knowledge resources are enriched by the boundary spanning activities of dedicated facilitators and well-resourced members, who through engagement with external organisations acquire new knowledge and translate it into a form that can be transferred and absorbed by other community members. To our knowledge, no other papers published in the marketing literature have utilised the CoPs framework to illustrate the transfer of marketing knowledge in the third sector.
communities of practice, knowledge transfer, social marketing, third sector
1469-347X
381-401
McLeay, F
7557230b-cdaf-4e13-ab53-bceff93258ef
Roberts, Joanne
c49f0cf6-8c79-4826-b7f2-8563d7aa99cf
Yoganathan, V
8b182c88-c81a-46b8-bdba-d5cc45635cdd
McLeay, F
7557230b-cdaf-4e13-ab53-bceff93258ef
Roberts, Joanne
c49f0cf6-8c79-4826-b7f2-8563d7aa99cf
Yoganathan, V
8b182c88-c81a-46b8-bdba-d5cc45635cdd

McLeay, F, Roberts, Joanne and Yoganathan, V (2012) Transferring social marketing knowledge through third sector CoPs. The Marketing Review, 12 (4), 381-401. (doi:10.1362/146934712X13469451716637).

Record type: Article

Abstract

This paper investigates how knowledge of marketing techniques is acquired by third sector organisations (TSOs) through the activities of individuals who participate in various communities within a range of public and private organisations as well as TSOs. A Communities of Practice (CoP) framework is employed to investigate and develop an appreciation of the transfer of marketing knowledge within a case study community of TSOs. The findings suggest that community knowledge resources are enriched by the boundary spanning activities of dedicated facilitators and well-resourced members, who through engagement with external organisations acquire new knowledge and translate it into a form that can be transferred and absorbed by other community members. To our knowledge, no other papers published in the marketing literature have utilised the CoPs framework to illustrate the transfer of marketing knowledge in the third sector.

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More information

Published date: 2012
Keywords: communities of practice, knowledge transfer, social marketing, third sector
Organisations: Winchester School of Art

Identifiers

Local EPrints ID: 360325
URI: http://eprints.soton.ac.uk/id/eprint/360325
ISSN: 1469-347X
PURE UUID: df262fcc-632d-457b-87a4-6e1c056924aa
ORCID for Joanne Roberts: ORCID iD orcid.org/0000-0001-5337-1698

Catalogue record

Date deposited: 09 Dec 2013 10:36
Last modified: 10 Jul 2020 00:33

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Contributors

Author: F McLeay
Author: Joanne Roberts ORCID iD
Author: V Yoganathan

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