Opportunities for social activism in transformative service research: a research agenda

Purpose: This paper highlights the potential of social activism – defined as a public act that aims to challenge the status quo by bringing alternative views or narratives to the debate – in transformative service research and proposes a future research agenda. Design/methodology/approach: This paper builds upon a review of social activism in the management and communications literature to identify its potential for social change in service (eco)systems. Findings: This paper outlines three ways in which social activism can influence companies (external activism, internal activism, and activism as practice) and illustrates how they can be used to advance transformative service research in selected priority areas. Research limitations/implications: This paper develops a future research agenda and suggests research questions that could guide scholarly inquiry at the intersection of social activism and transformative service research. Practical implications: For managers and policy makers, this paper highlights how social activism can influence companies' attempts to drive social change. Originality/value: This paper is among the first to link social activism and transformative service research and highlight novel research opportunities at their intersection.