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Happiness Management and Social Marketing: A wave of sustainability and creativity

Edited By Rafael Ravina Ripoll, Luis Bayardo Tobar Pesántez, Araceli Galiano Coronil and José Marchena Dominguez

In these moments of health crisis, happiness management and social marketing are not teaching that it is possible to build a more committed, innovative and productive society. To achieve this end, countries and organizations must undertake a wave of human resource policies and actions that stimulate individuals’ happiness and creativity. In this way, a new economy can emerge that holistically promotes social welfare, equality, and talent.

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“Happiness is the only thing that multiplies when you share it”: Happiness Management?

Rafael Ravina-Ripoll, José Marchena-Domínguez and Randal Scamardo


Abstract The objective of this chapter is to demonstrate that the concept of happiness can be studied from a multidisciplinary perspective. Under this premise, the Iberoamerican Research Group of Multidisciplinary Studies on Happiness (IGOMSOH) was born with the purpose of exposing the intangible resource of happiness as an element of great social value in the era of Industry 4.0. Among its great academic achievements are the creation of the Felisofia brand, and the creation of the attractive concept of Happiness Management, as a multicultural management model aimed at providing incentives in the performance of the job for the following resources: creativity, commitment, technological innovation, internal entrepreneurship and social responsibility. In this way, the great circle of corporate happiness can be promoted within organizations. Bearing in mind that a society lacking for happy many people is a source for economic crisis, especially after Covid-19.

Keywords: Happiness Managementwell-beingcreativity

Today no one disputes that the current capitalist system constitutes a solid source of financial crises, social inequalities and precarious labor situations in the globalized world. So it is not surprising that, on September 18, 2019, the prestigious British newspaper The Financial Times published the following headline “Capitalism. Time for a Reset”. Behind these words lies the need to cultivate a more inclusive, sustainable, democratic and progressive economy, where wealth and resources are shared by the greatest number of human beings (Pérez Oliva, 2019). In this way, in the era of Industry 4.0, we will be able to enjoy...

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