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Working paper

Marketing social innovations concept: an appeal for methodological pluralism

Novatorov E. V.
Societal problems represent both opportunities and challenges for private and public organizations. Issues such as poverty, climate change and inequality can be seen either as a burden or as a source for innovation. Multinational Corporations, Nonprofit Organizations (NGOs), Cooperatives and Social-Purpose Organizations (SPOs) have engaged in projects that can tackle some of these major societal issues. The paper explores existing discussion over controvercial social marketing concept and develops superior conceptualization of social innovation marketing concept based on pluralist research paradigm found in the phylosophy of social science literature.