Co-creation of value in a social enterprise of amateur runners in Turkey: charity run with adim adim

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Tezin Türü: Yüksek Lisans

Tezin Yürütüldüğü Kurum: Orta Doğu Teknik Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü, Türkiye

Tezin Onay Tarihi: 2019

Tezin Dili: İngilizce

Öğrenci: Merve Biroğlu

Danışman: Eminegül Karababa

Özet:

ADIM ADIM is an organization which aims to raise funds for the civil society organizations in Turkey and to increase the awareness of these institutions in society with charity running activity which was conducted for the first time in 2008 with a group of people and it has become a social phenomenon with its increasing number of followers. As the co-founders recognized the gap between the individuals and the non-profits, they initiated an enterprise to act as a bridge between individual donors and the charitable institutions permanently. Therefore, the co-founders of Adım Adım can be named as change-makers who aim to start a social transformation in the field of individual charitable giving. To reach its goal, the enterprise has many stakeholders such as the amateur charity runners, the non-governmental organizations, the donors and its administration team. The aim of the present study is to put forward how value is co-created in Adım Adım and its network. With respect to the aim of this study, firstly the context of Adım Adım was conceptualized in line with the results of interviews and ethnographic study. Later, the value co-creation processes were delved into with respect to the related literature. As a result of the research, it was revealed that Adım Adım is a social enterprise with different aspects and its members are involved in prosumption processes. It is also understood that its hybrid nature paves the way for value co-creation processes and it actively performs marketing practices.