Core Practices:

• Integrate social stakeholders into mainstream markets.
• Integrate market players into social sector.
• Increase interaction and dependence among all stakeholder groups.
• Influence market player behaviors.

Synergies:

• Change perceptions about who the stakeholders are.
• Engage mainstream market channels to blur the lines between stakeholder groups.
• Use social marketing techniques to counter damaging marketing messages.

Tensions:

• Excessive use of business jargon might alienate your core stakeholders

Synergies:

• Use stakeholders as resources.
• Seek resources that facilitate or enhance stakeholder engagement.
• Become part of the mainstream market.

Tensions:

• Stay away from resources that hinder stakeholder engagement.
• One-size-fits-all resource requirements hinder access to poorer clients.

Synergies:

• Use market research to further understand root causes of social problem.
• Develop technology appropriate to social context.
• Develop processes that support the use of sustainable resources.

Tensions:

• One-size-fits-all technology can limit access to harder-to-reach clients.
• Risk of falling for the innovation smokescreen (“new is better”).