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Social value creation:The example of the Volto Já project
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Advisor(s)
Abstract(s)
Purpose: The purpose of the study is to present the formulation process of the business model of the senior social exchange program – the Volto Já project – as a process of enhancing an innovative value proposition for social value creation. The Volto Já project intends to develop a senior social exchange programme for institutionalised seniors in the Alentejo region.
Design/methodology/approach: The framework integrates Osterwalder and Pigneur’s Business Model Canvas and Kim and Mauborgne’s Blue Ocean Strategy (BOS), using Utility Map and Four Actions Framework tools (Erase-Raise-Reduce-Create). In this process, relevant stakeholders participated in sequential focus group sessions (social economy institutions’ managers, seniors’ assistants, social workers, academics, seniors). The optimization of the model was possible after the very first exchange programs, which allow us to adjust it with practical insights.
Findings: Social innovation drivers and their strategic relevance were highlighted. The value proposition, embodied in the Volto Já Business Canvas, reflected two fundamental ideas: mobility and social tourism to seniors. The customization of cultural and touristic activities, considering the senior profile, was identified in two perspectives: i) to value and to foster heritage; ii) to promote active ageing. The key success factor is based on the sharing resources, supported by a network of partners of Social Economy entities, reinforced by an ICT platform.
Originality/value: This work contributes to the business model formulation process in social projects by the integration of tools of different frameworks, in a new approach.
Description
Keywords
Social economy Senior exchange Business model Blue Ocean Strategy Canvas
Citation
Vivas, C., Leal, S. & Oliveira, S. (2020). Social value creation: The example of the Volto Já project [Conference session]. 1st International Conference on Management, Technology and Tourism: Social Value Creation (ICOMTT2020), Santarém, Portugal.