Marketing social innovations concept: an appeal for methodological pluralism
Scientific articles digest is the result of working of the international scientific practicallyoriented conference for students, graduates, post-graduate students and young scientists “Brand Management in the XXI century” that was held in the School of Public Administration in Lomonosov Moscow State University on December 11, 2012. Digest refers to actual problems in brand management in the various fields. Branding is being studied interdisciplinary from the point of view of Management, Marketing, Public Administration and Sociology. Digest includes scientific articles of Russian and foreign students, graduates, post-graduate students and young scientists who study theory and practice of brand management.
There was described the forms of the existence and terms of dissemination of social innovations in volunteer activities.
Materials of the scientific investigations discussed at plenary session and sections of the international scientific and practical conference "Social Innovations in Development of the Labour Relations and Employment in the XXI Century" are presented in the collection (on September 15-16, 2014, Nizhny Novgorod, NNGU of N. I. Lobachevsky). The book is intended for researchers, teachers, graduate students and students, practical developers. The publication is prepared within a joint grant of the Russian Humanitarian Scientific Fundation and the Government of the Nizhny Novgorod Region "For the 25 anniversary of sociological education in the Volga region: social innovations in development of the labor relations and employment in the XXI century" (No. 14-13 - 52501).
Social innovation is acknowledged as one of the most promising tools of civic engagement and cross-sector partnerships to address social problems. It benefits society by improving its ability to organize and act and represents a new model of interaction between the state and civil society in addressing social problems. The article assesses the capacities and actual input of the Russian third sector (non-government not-for-profit organizations, or NGOs) in developing social innovation. It considers the essence of social innovation, discusses the critical role of the third sector as a favorable environment for the production of such innovation, and describes structural characteristics of third sector organizations which allow them to play a subjective role in developing and promoting innovative solutions in the social sphere. Based on empirical data on the state of Russia’s third sector and civic participation in NGOs, certain conclusions are made about the potential of the sector as a driver of innovation. We argue that the domestic third sector cannot be regarded as institutionally mature and ready for the production and dissemination of social innovation. In this respect, it is much inferior to European and American counterparts. Innovative initiatives developed by individual citizens as well as by NGOs are rather fragmented. Additional efforts are required to enhance their viability and replicability. Nevertheless, in spite of some inconsistencies, the dynamics of the third sector development and supportive public policies are in general going in the right direction. Policies in this field aim to create favorable conditions for NGOs and thereby strengthen their capacities in facilitating innovative changes in the social sphere.
Smoking is a problem, bringing signifi cant social and economic costs to Russiansociety. However, ratifi cation of the World health organization Framework conventionon tobacco control makes it possible to improve Russian legislation accordingto the international standards. So, I describe some measures that should be taken bythe Russian authorities in the nearest future, and I examine their effi ciency. By studyingthe international evidence I analyze the impact of the smoke-free areas, advertisementand sponsorship bans, tax increases, etc. on the prevalence of smoking, cigaretteconsumption and some other indicators. I also investigate the obstacles confrontingthe Russian authorities when they introduce new policy measures and the public attitudetowards these measures. I conclude that there is a number of easy-to-implementanti-smoking activities that need no fi nancial resources but only a political will.
One of the most important indicators of company's success is the increase of its value. The article investigates traditional methods of company's value assessment and the evidence that the application of these methods is incorrect in the new stage of economy. So it is necessary to create a new method of valuation based on the new main sources of company's success that is its intellectual capital.
We address the external effects on public sector efficiency measures acquired using Data Envelopment Analysis. We use the health care system in Russian regions in 2011 to evaluate modern approaches to accounting for external effects. We propose a promising method of correcting DEA efficiency measures. Despite the multiple advantages DEA offers, the usage of this approach carries with it a number of methodological difficulties. Accounting for multiple factors of efficiency calls for more complex methods, among which the most promising are DMU clustering and calculating local production possibility frontiers. Using regression models for estimate correction requires further study due to possible systematic errors during estimation. A mixture of data correction and DMU clustering together with multi-stage DEA seems most promising at the moment. Analyzing several stages of transforming society’s resources into social welfare will allow for picking out the weak points in a state agency’s work.