Abstract
The Value Creation Wheel (VCW) is a meta-framework that can help to solve both individual (myVCW) and organizational challenges (socialVCW). This case study describes, first at the individual level, the application of the VCW to a set of social entrepreneurship projects driven by young women who wish to become leaders in projects with world impact. It highlights how the benefits brought by the VCW workshops were of great help to solve different challenges associated with individual insecurities and hesitations, helping people to define their value proposition and market approach to fulfill their vocation. Second, at the organizational level, this case explains how the VCW can be used to support social organizations to tackle the challenges of their own targets. The VCW project supported the Leadership Academy Program, promoted by Girl Move Foundation, a social organization operating in the region of Nampula, Mozambique. The goal of the program is to stimulate personal development and encourage women to make life decisions in a developing country. The training and empowerment of young women will foster leadership and entrepreneurship competencies, and consequently will have a social impact. This is an excellent social context in which to apply the VCW, myVCW and socialVCW.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsNotes
- 1.
- 2.
- 3.
- 4.
- 5.
- 6.
- 7.
- 8.
- 9.
- 10.
- 11.
- 12.
References
Andreasen, A. R. (1994). Social marketing: Its definition and domain. Journal of Public Policy & Marketing, 13(1), 108–114.
Berman, S. L., Wicks, A. C., Kotha, S., & Jones, T. M. (1999). Does stakeholder orientation matter? The relationship between stakeholder management models and firm financial performance. Academy of Management Journal, 42(5), 488–506.
Bocquenet, G., Chaiban, T., Cook, S., Escudero, P., Franco, A., Romo, C. G., et al. (2016). The state of the world’s children 2016: A fair chance for every child. New York: UNICEF.
Brown, M. E., Treviño, L. K., & Harrison, D. A. (2005). Ethical leadership: A social learning perspective for construct development and testing. Organizational Behavior and Human Decision Processes, 97(2), 117–134.
European Commission. (2013). Guide to social innovation. European Commission, (February), 71.
Fonseca, V., Lages, L. F., & Kim, P. (2018). Deimos: Expanding to a new market using the value creation wheel. Case-study BAB370-PDF-ENG. Harvard Business Publishing.
Gabarro, J. J., & Kotter, J. P. (1980). Managing your boss. Harvard Business Review.
Goleman, D. (2017). Leadership that gets results (harvard business review classics). Harvard Business Press.
Hoyer, W. D., Chandy, R., Dorotic, M., Krafft, M., & Singh, S. S. (2010). Consumer cocreation in new product development. Journal of Service Research, 13(3), 283–296.
INE. (2013). Inquérito Demográfico e de Saúde 2011. Calverton, Maryland, USA: MISAU, INE, and ICFI.
Jahanmir, S. F., & Lages, L. F. (2015). The lag-user method: Using laggards as a source of innovative ideas. Journal of Engineering and Technology Management, 37, 65–77.
Jones, T. M., Donaldson, T., Freeman, R. E., Harrison, J. S., Leana, C. R., Mahoney, J. T., et al. (2016). Management theory and social welfare: Contributions and challenges. Academy of Management Review, 41(2), 216–228.
Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). UK: Pearson Education.
Kotler, P., & Zaltman, G. (1971). Social marketing: An approach to planned social change. Journal of Marketing, 35, 3–12.
Lages, L. F. (2016). VCW—Value Creation Wheel: Innovation, technology, business, and society. Journal of Business Research, 69(11), 4849–4855.
Lages, L. F., Fonseca, V., & Paulino, M. (2018). The VCW—Value Creation Wheel: A framework for market selection and global growth. In Advances in global marketing (pp. 253–279). Cham: Springer.
Lages, L. F., Jap, S. D., & Griffith, D. A. (2008). The role of past performance in export ventures: A short-term reactive approach. Journal of International Business Studies, 39(2), 304–325.
Payne, A. F., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83–96.
Payne, A., Storbacka, K., Frow, P., & Knox, S. (2009). Co-creating brands: Diagnosing and designing the relationship experience. Journal of Business Research, 62(3), 379–389.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14.
Ranjan, K. R., & Read, S. (2016). Value co-creation: Concept and measurement. Journal of the Academy of Marketing Science, 44(3), 290–315.
Reis-Marques, C., & Popovic, A. (2016). Managing digitally enabled innovation: A conceptual framework. In 10th European conference on information systems management (pp. 313–316). Évora: Academic Conferences and Publishing International Limited.
Rogers, E. M. (2003). Diffusion of innovations (5th ed.). New York: Free Press.
Scott, S. G., & Bruce, R. A. (1995). Decision making style: The development and assessment of a new measure. Educational and Psychological Measurement, 55(5), 818–831.
Service, D. (2016). Where do killer ideas come from? Value loops and UX design strategy. Retrieved March 11, 2018 from https://www.uxmatters.com/mt/archives/2016/11/where-do-killer-ideas-come-from-value-loops-and-ux-design-strategy.php#comments.
Windsor, D. (2017). Value creation theory: Literature review and theory assessment. In Stakeholder management (pp. 75–100). Emerald Publishing Limited.
Other Sources
Advanced Program for Leadership and Social Entrepreneurship: http://www.girlmove.org/eng/academy.html.
How VCW helped to find volunteers for a social organization (socialVCW): https://youtu.be/7j3TOQbFBjc.
How VCW helped to reinvent a professional career (myVCW): https://youtu.be/FUzfCfNTSV4.
Value Creation Wheel website: http://www.valuecreationwheel.com/.
Value Creation Wheel YouTube channel: http://www.openvcw.com.
VCW Career: How VCW helped an unemployed person to find a job: https://youtu.be/Ze2E7zP5S-8.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer Nature Switzerland AG
About this chapter
Cite this chapter
Reis-Marques, C., Lages, L.F., Caminati, V.V. (2019). VCW for Social Impact in a Developing Country: Personal Development and Entrepreneurship in a Leadership Academy. In: Basil, D., Diaz-Meneses, G., Basil, M. (eds) Social Marketing in Action. Springer Texts in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-13020-6_9
Download citation
DOI: https://doi.org/10.1007/978-3-030-13020-6_9
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-13019-0
Online ISBN: 978-3-030-13020-6
eBook Packages: Business and ManagementBusiness and Management (R0)