Cocriação de Valor em Programas Empresariais de Marketing Social: uma análise multicasos

Considering the potential of social marketing and the emergence of service dominant logic, this multi case study aims to identify, from the actors’ perspectives, especially the target audience, how the co-creation of value is addressed in social marketing projects developed by a private company in partnership with other organizations in Brazil. Three initiatives that covered areas of public interest were studied: separation of solid residues, cardiovascular health care and hygiene habits, especially hand washing. The data collection took place through forty personal interviews, observation, examination of files and documents, in a qualitative analysis. It was found that the studied initiatives feature the co-creation of many value elements, and the downstream approach is more inclined towards the change of individual behavior. . Apart from identifying aspects to improve procedures, the study cooperates with the operationalization of the co-creation of value concept in social marketing. Keywords: Social marketing, co-creation of value, service dominant logic.