Regional research has focused on the innovation-competitiveness-growth chain, which is implicit in Territorial Innovation Systems. This literature has neglected or subordinated social and ecological regional conditions. We see this study as a first step towards more systematic research on what...

Purpose – This research aims to extend the social marketing literature by considering the network effect as a social marketing tool. The network effect is seen as complementary to traditional social marketing tools. Design/methodology/approach – The authors study the implementation of a good...