Benchmarking road safety success: Issues to consider

Dann, S. and Fry, M. (2009) Benchmarking road safety success: Issues to consider. Australasian Marketing Journal, 17 4: 226-231. doi:10.1016/j.ausmj.2009.06.004


Author Dann, S.
Fry, M.
Title Benchmarking road safety success: Issues to consider
Journal name Australasian Marketing Journal
ISSN 1441-3582
Publication date 2009-11
Year available 2009
Sub-type Article (original research)
DOI 10.1016/j.ausmj.2009.06.004
Volume 17
Issue 4
Start page 226
End page 231
Total pages 6
Editor Johnson, L. W.
Place of publication Australia
Publisher Elsevier
Collection year 2010
Language eng
Subject C1
150504 Marketing Measurement
910403 Marketing
Abstract Success in social marketing is rarely clear cut and even more rarely believed to have been achieved. Social marketing practitioners are under increasing scrutiny to benchmark efficiencies of social change programs to achieve 'success' outcomes. Using road safety as a case study, this paper addresses the complex nature of success within a social marketing context. First, we discuss the conundrum facing road safety in articulating 'success' when at policy level success is quantified objectively, yet at a community level perceptions of system failure are equated with individual death. Methodologically we apply comparative empirical approaches to examine perceptual versus objective road safety outcomes. The paper concludes with a discussion and proposal of alternate strategies for measuring programmatic success, and raise issues concerning the longevity of developing competitive and sustainable benchmarks.
Keyword Social marketing
Road safety
Road safety success
Competitive benchmarks
Policy
Q-Index Code C1
Q-Index Status Confirmed Code

Document type: Journal Article
Sub-type: Article (original research)
Collections: 2010 Higher Education Research Data Collection
UQ Business School Publications
 
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Created: Tue, 16 Feb 2010, 15:29:43 EST by Karen Morgan on behalf of UQ Business School