Abstract:
The results of social innovation being new ideas that meet unmet needs are all around
us (Mulgan, 2007). Social innovation is not unique to the non-profit sector as it can be
driven by any communities that come together with the same vision (Mulgan, 2007).
Hence, this research explored ways in which SI can be employed to address femicide
in South Africa. Research was conducted using the critical-realism paradigm and
made use of an exploratory research design. In-depth interviews were used as they
allowed the researcher to understand participant’s subjective perspectives regarding
SI when applied to femicide (Plooy-Cillers, 2016). Interviews were conducted at
BRAND et al whereby qualitative data was collected from three brand specialists and
feminist/Woman’s rights activists in Pretoria. Through the use of thematic analysis, the
researcher was enabled to explore both covert and overt themes embedded in
transcripts (Schreier, 2014). Findings indicated that participants were eager to
eradicate femicide but demand intervention from brands, government, cultural groups
as well as civil society. Therefore, this research contributes to research and
eradication of femicide in South Africa with new evidence that explores social
innovation, in turn, is analysed at the level of social practice to better meet the
emerging needs and problems of the social environment to which a social organization
belongs, since this practice should be socially accepted and widespread (Brazilian
Business Review, 2018). The researcher will provide the reader with the context
needed to understand the research problem and its significance. It includes elements
such as the background, rationale and the problem and purpose statement. It also
details the research goal, research questions, and research objectives. A
comprehensive theoretical foundation is discussed, core concepts for the research are
defined, and a review of previous literature will be provided to facilitate a broader
understanding of SI. Lastly, the research will begin the methodology process by going
through the paradigm selected for the research, the research approach and design,
population and sampling, the data collection method and the data analysis method
used to systematically explore ways in which SI can be used to address femicide.
