Input, Outcome, and Impact: A Program-Informed Model to Improve the Effectiveness of Corporate Social Marketing

Abstract

Background: The purpose of this research is to extend Corporate Social Marketing (CSM) literature and provide practitioners with a framework that can be used in different contexts, as the existing literature lacks an understanding of what factors determine the success of a CSM program and understand the interplay between cross-sector partnerships, CSM, and societal outcomes and impact delivery. Companies are taking a greater interest in addressing social issues, utilizing innovative CSR approaches such as CSM to promote behavior change among their audience while matching their core strengths and attributes (Kotler et al., 2012). Focus of the Article: The article evaluates how the CSM program Mein Pragati developed lasting behavior change and seeks to develop a conceptual model around its success. Research Question: How can the CSM contribute to behavior change programs? Program Design/Approach Importance to the Social Marketing Field: The proposed model (Input, Outcome, and Impact Model of Program Development) provides a structured approach to building a CSM program that changes behavior and develops mutual benefit between corporations, government, and nonprofits. Methods: Using a case study approach, this paper analyzes a successful financial inclusion program, Mein Pragati of a global analytics company, CRISIL, and its CSR arm. The three studies (in-depth interviews with eight management members, in-depth interviews with 82 Sakhis (peer educators) and their spouses, and 248 survey interviews with beneficiaries reveal the connection between program development, social outcomes, and societal impact. Results: Based on the findings of the three studies, the cross-sector Input, Output, and Outcome Model of the Program Development proposes ways to build effective CSR interventions. Individually, the findings from the in-depth interviews provide a thematic overview of CSM’s success, peer educator interviews identify the impact and outcomes of Mein Pragati, and beneficiary interviews demonstrate program success. Recommendations for Research and Practice: Future research can empirically test the Input, Outcome, and Impact Model of Program Development, as further exploration of CSM is needed to understand how the concepts of people, planet, and profits can mutually benefit and provide both behavioral and societal change within program development.