Civic crowdfunding, social marketing and the co-creation of public value

Journal title MERCATI & COMPETITIVITÀ
Author/s Veronica Giuliani, Nathalie Colasanti, Rocco Frondizi, Manuela Barreca
Publishing Year 2018 Issue 2018/2
Language English Pages 22 P. 109-130 File size 497 KB
DOI 10.3280/MC2018-002006
DOI is like a bar code for intellectual property: to have more infomation click here

Below, you can see the article first page

If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits

Article preview

FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.

The issue of illegitimately appropriated pieces of art is very relevant for Italy, whose artistic patrimony is one of the largest in the world. This paper presents a project for improving the protection and retrieval of stolen art, based on the employment of a co-production perspective, engaging different actors and sectors in the process, and on the use of civic crowdfunding as a co-financing and social marketing tool. Thus, citizens take an active role in the co-creation of public value, as highlighted by Esposito et al. (2015), who find a strong link between social interaction, the aforementioned co-creation of public value, and the success of civic crowdfunding projects. Civic crowdfunding can be employed as a new financial tool for the enhancement of social inclusion and civic participation and engagement, with the perspective of fostering cooperation and collaboration between all sectors of society.

Keywords: Civic crowdfunding, co-creation, co-production, public value, social marketing

  1. Andreasen A.R. (1994). Social marketing: its definition and domain. Journal of Public Policy and Marketing, 13(1): 108-114.
  2. Balboni B., Kocollari U., Pais I. (2015). I segreti del successo delle campagne di crowdfunding delle imprese sociali italiane. Impresa Sociale, 6: 5-16.
  3. Barollo A., Castrataro D. (2013). Il crowdfunding civico: una proposta. – – Text available at the website https://issuu.com/alessiobarollo/docs/civic-crowdfunding.
  4. Barreca M., Meneguzzo M. (2016). Network governance and evolution from cultural to creativity sector. Evidences from the Italian experience. Paper presented at 14th
  5. International Conference of Art and Cultural Management, 25th -28th June 2017 in Beijing – China.
  6. Battisto, D., & Franqui, D. (2013). A standardized case study framework and methodology to identify – best practices. Paper presented at the ARCC 2013 - Visibility of Research, Charlotte, NC.
  7. Benington J. (2011). From private choice to public value. In: Benington J., Moore M. (edited by). Public Value: Theory and Practice. Basingstoke: Palgrave Macmillan, pp. 31-51.
  8. Benington J., Moore M. (2011). Public value in complex and changing times. In:
  9. Benington J., Moore M. (edited by). Public Value: Theory and Practice. Basingstoke: Palgrave Macmillan, pp. 1-30.
  10. Boudreau K., Lakhani K. (2013). Using the crowd as an innovation partner. Harvard Business Review, 91(4): 60-69.
  11. Bovaird T. (2007). Beyond engagement and participation: user and community coproduction of public services. Public Administration Review, 67(5): 846-860.
  12. Bovaird T., Loeffler E. (2012). From Engagement to Co-production: The Contribution of Users and Communities to Outcomes and Public Value. Voluntas: International Journal of Voluntary and Non-profit Organizations, 23(4): 1119-1138.
  13. Bryson J.M., Crosby B. C., Bloomberg L. (2015). Public value and public administration. Washington, DC: Georgetown University Press.
  14. Bryson J.M., Sancino A., Benington J., Sørensen E. (2016). Towards a multi-actor theory of public value co-creation. Public Management Review, 19(5): 640-654.
  15. Bryson J.M. (2004). What stakeholders matter? Stakeholder identification and analysis technique. Public Management Review, 6(1): 21-53.
  16. Caliandro C., Sacco P.L. (2011). Italia Reloaded. Ripartire con la cultura. Bologna: il Mulino.
  17. Calvieri C., Esposito R. (2013). Crowdfunding world 2013: report, analisi, trend. -- Text available at the website https://www.derev.com/.
  18. Davies R. (2014). Civic crowdfunding: participatory communities, entrepreneurs and the political economy of place. MSc Thesis, Massachusetts Institute of Technology, Cambridge, MA. – – Text available at the website https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2434615.
  19. De Buysere K., Gajda O., Kleverlaan R., Marom D. (2012). A framework for European crowdfunding. – – Text available at the website http://www.crowdfundingframework.eu/.
  20. Demiray M., Burnaz S., Aslanbay Y. (2017). The crowdfunding market, models, platforms, and projects. In: Vassallo W. (ed.). Crowdfunding for sustainable entrepreneurship and innovazione. Hershey, PA: IGI Global, pp. 90-126. Eden C., Ackerman F. (1998). Making strategy: the journey of strategic management. London: Sage.
  21. Esposito De Falco S., Cucari N., Vargas-Sanchez A. (2015). Social innovation practices: focus on success factors for crowdfunding. In: Gummesson E., Mele C.,
  22. Polese F. (eds.). Service Dominant Logic, Network and Systems Theory and Service Science: Integrating three Perspectives for a New Service Agenda.
  23. Proceedings of the conference, 9-12 June 2015, Napoli, pp. 1-19.
  24. Estélles Arolas E., Gonzalez-Ladron-de-Guevara F. (2012). Towards an integrated crowdsourcing definition. Journal of Information Science, 32(2): 189-200.
  25. European Council (2011). Council conclusion on the contribution of culture to the implementation of the Europe 2020 strategy. Official Journal of the European Union, 54 (2011/C 175/01).
  26. European Parliament (2016). Crowdsourcing and crowdfunding in the cultural and creative sectors. At a glance 2016. European Union.
  27. Giaccari F., Imperiale F., Terlizzi V., Gionfalo C. (2015). Musei e cittadini verso nuovi istituti. In: Di Cagno N., Invernizzi G., Mechelli A., Ugolini M. (eds.). Il ruolo dell’azienda nell’economia. Esiste un modello aziendale orientato alla crescita? Bologna: il Mulino, pp. 103-114.
  28. Giuliani V. (2017). Il Crowdfunding. Tra resilienza, innovazione sociale e partecipazione al patrimonio culturale (Tesi di Master, Università della Svizzera italiana, Lugano, Switzerland).
  29. Grier S., Bryant C. (2005). Social marketing in public health. Annual Review of Public Health, 26: 319-339.
  30. Hemer J. (2011). A snapshot on crowdfunding. Working paper n. R2/2011, Fraunhofer Institute for Systems and Innovation Research ISI, Karlsruhe.
  31. Horner L., Hazel L. (2005). Adding Public Value. London: The Work Foundation.
  32. Howe J. (2008). How the power of the crowd is driving the future of business. Great Britain: Business Books.
  33. IDEA Consult (2017). – – Available at the website www.ideaconsult.be. International Journal of Voluntary Nonprofit Organizations, 27(1): 409-424.
  34. Jorgensen T. B., Bozeman B. (2007). Public values: an inventory, in Administration and Society, 39(3): 354-38.
  35. Kazai G. (2011). In search of quality in crowdsourcing for search engine evaluation. Proceedings of the 33rd European Conference on Advances in Information Retrieval, 165-176.
  36. Kleeman F., Voss G., Rieder K. (2008). UN (der) paid innovators: the commercial utilization of consumer work through crowdsourcing. Science, Technology and Innovation Studies, 4(1): 5-26.
  37. Kotler P., Zaltman G. (1971). Social marketing: an approach to planned social change. Journal of Marketing, 35: 3-12.
  38. Kotler P., Roberto N., Lee N.R. (2002). Social marketing: improving the quality of life. London: Sage.
  39. Lee N.R., Kotler P. (2011). Social Marketing: influencing behaviours for good. London: Sage.
  40. Leisink P., Boselie P., Van Bottenburg M., Hosking D.M. (2013). Managing social issues: A public values perspective. Utrecht University School of Governance, Edward Elgar Publishing, pp. 1-18.
  41. Ley A., Weaven S. (2011). Exploring agency dynamics of crowdfunding in start-up capital financing. Academy of Entrepreneurship Journal, 17(1): 85-110. Longstaff P.H., Armstrong N.J., Perrin K., Parker W.M., and Hidek M. (2010).
  42. Building resilient communities: a preliminary framework for assessment. Homeland Security Affairs, 6(3): 1-23.
  43. Lynn D. (2012). The crowdfunding provisions of JOBS Act. Financial Executive, 28(4): 42-43.
  44. Meynhardt T. (2009). Public value inside: What is public value creation? International Journal of Public Administration, 32(3): 192-219.
  45. Mollick E. (2014). The dynamics of crowdfunding: an exploratory study. Journal of Business Venturing, 29(1): 1-16.
  46. Montanari T. (2013). Le pietre e il popolo. Restituire ai cittadini l’arte e la storia delle città italiane. Roma: Minimum fax.
  47. Montanari T. (2014). Istruzioni per l’uso del futuro. Il patrimonio culturale e la democrazia che verrà. Roma: Minimum fax.
  48. Montella M., Dragoni D. (2010). Musei e valorizzazione dei beni culturali. Atti della Commissione per la definizione dei livelli minimi di qualità delle attività di valorizzazione, Bologna.
  49. Moore M. (1995). Creating public value: Strategic management in government. Cambridge: Harvard University Press.
  50. Napolitano M.R. (2015). Valore della Cultura e Cultura del Valore. Riflessioni per il futuro del Bel Paese. Il Capitale culturale. Studies on the Value of Cultural Heritage, 11: 371-393.
  51. NESTA (2013). Working the crowd. A short guide to crowdfunding and how it can work for you. – – Text available at the website http://www.nesta.org.uk/sites/default/files/working_the_crowd.pdf.
  52. NESTA (2016). Matched crowdfunding for the arts and heritage sectors. – – Text available at the website http://www.nesta.org.uk/blog/matched-crowdfunding-artsand-heritage-sectors.
  53. O’Flynn J. (2007). From New Public Management to Public Value: Paradigmatic Change and Managerial Implications. The Australian Journal of Public Administration, 66(3): 353-366.
  54. Pais I., Mainieri M. (2016). Il crowdfunding in Italia. Report 2016. – – Text available at the website http://sharitaly.com/la-sharing-economy-in-italia_la-mappaturadelle-piattaforme-collaborative-e-di-crowdfunding/.
  55. Pais I., Peretti P., Spinelli C. (2014). Crowdfunding. La via collaborativa all’imprenditorialità. Milano: Egea.
  56. Prahalad C.K., Ramaswamy V. (2004). Co-creation experiences: the next practice in value creation. Journal of Interactive Marketing, 18(3): 5-14.
  57. Rangun V.K., Karim S. (1991). Teaching note: focusing the concept of social marketing. Cambridge: Harvard Business School.
  58. Rubington E., Weinberg M. (2010). The study of Social Problems: seven perspectives. Oxford: Oxford University Press
  59. Rush L., Benedettini L. (2015). The Carabinieri Command for the Protection of Cultural Property: Saving the World’s Heritage. Boydell & Brewer, Boydell Press
  60. Sancino A. (2016). The meta co-production of community outcomes: towards a citizens’ capabilities approach. VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations, 27(1): 409-424.
  61. Stiver A., Barroca L., Minocha S., Richards M., Roberts D. (2015). Civic crowdfunding research: challenges, opportunities, and future agenda. New media & Society, 17(2): 249-271. Stoker G. (2006), Public Value Management: A New Narrative for Networked Governance? American Review of Public Administration, 36(1): 41-57.
  62. Vargo S.L., Lusch R.L. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36: 1-10.
  63. Voorberg W.H., Bekkers V., Tummers L. (2015). A systematic review of co-creation and co-production: embarking on the social innovation journey. Public Management Review, 17(9): 1333-1357.
  64. Zamagni S. (2015). L’evoluzione dell’idea di welfare: verso il welfare civile, Quaderni di Economia del Lavoro, 103: 337-360.

Veronica Giuliani, Nathalie Colasanti, Rocco Frondizi, Manuela Barreca, Civic crowdfunding, social marketing and the co-creation of public value in "MERCATI & COMPETITIVITÀ" 2/2018, pp 109-130, DOI: 10.3280/MC2018-002006