Social enterprise dualities: implications for social marketing

2016 ◽  
Vol 6 (2) ◽  
pp. 169-192 ◽  
Author(s):  
Alex Mitchell ◽  
Judith Madill ◽  
Samia Chreim
Keyword(s):  
Social Marketing ◽  
Social Enterprise ◽  
Environmental Influences ◽  
Social Enterprises ◽  
Strategic Marketing ◽  
Primary Data ◽  
Content Type ◽  
The Social ◽  
Depth Analysis ◽  
Marketing Activities

Purpose The purpose of this paper is to understand the tensions that marketing practitioners in social enterprises experience, and to explore how these tensions impact the development and implementation of marketing activities. Design/methodology/approach Using an approach informed by grounded theory, this paper reports on an investigation of the tensions facing 15 social enterprises. The primary data comprises semi-structured interviews with senior marketing decision-makers, supplemented with archival sources. Findings The analysis shows tensions and dualities inform the social and commercial strategic marketing activities of the social enterprises. These tensions and dualities are linked to how the organization obtains financial resources, the nature of the organization’s growth, working with myriad stakeholders and competitive versus cooperative pressures. A model outlining the dualities and their links to marketing activities is developed. Research limitations/implications The study provides an in-depth analysis of a small, regional sample of Canadian social enterprises. The study serves as a foundation for future research aimed at elaborating the model we propose. Practical implications The findings point to tensions and dualities that play an important role in enabling and restricting the development and implementation of strategic marketing activities in social enterprises. Understanding the nature of these dualities is crucial for social enterprise managers and social marketers as they develop strategic activities. Social implications Social enterprises engage in activities that offer substantial social benefits, yet the development of marketing activities in these organizations requires confronting tensions that must be carefully managed. Originality/value This paper highlights how dualities facing marketing practitioners in social enterprises influence the development of both social and for-profit marketing activities. The paper offers a model of these dualities. The findings help to extend our understanding of the complex environmental influences impacting marketing practices within social enterprise organizations. Understanding the nature of these environmental influences helps to attune marketers to the potential opportunities and challenges of using social enterprise as an organizational form for launching social marketing programs, as well as providing a theoretical basis for future investigations of marketing practice in social enterprise and social marketing organizations.

Marketing and social enterprises: implications for social marketing

2015 ◽  
Vol 5 (4) ◽  
pp. 285-306 ◽  
Author(s):  
Alex Mitchell ◽  
Judith Madill ◽  
Samia Chreim
Keyword(s):  
Social Change ◽  
Social Marketing ◽  
Social Enterprise ◽  
Social Enterprises ◽  
Strategic Marketing ◽  
Content Type ◽  
Institutional Legitimacy ◽  
The Social ◽  
Institutional Influences ◽  
Marketing Activities

Purpose – The purpose of this paper is to build understanding of the concept of social enterprise in the social marketing community and to report on empirical research designed to develop an understanding the perceptions and practices of marketing within social enterprises. This addresses a significant gap in the current literature base and also provides insights for social marketers seeking to pursue social change initiatives through social enterprise. Design/methodology/approach – This empirical investigation uses a qualitative investigation of 15 social enterprises informed by a grounded theory approach. Researchers conducted interviews with senior decision-makers responsible for marketing activities and strategic policy, and gathered additional data regarding the organizations in the form of archival materials, including strategic planning documents, promotional materials and firm-generated online content. Findings – Strategic marketing practices used by social enterprises are shaped by moral, pragmatic and cognitive legitimacy influences stemming from imperatives to achieve congruence with institutional norms. This study exposes the challenges social enterprises face in developing strategic marketing activities that address business needs, while balancing stakeholder interests linked to the social missions of such organizations. Research limitations/implications – This qualitative study pursues depth of understanding through focused investigation of a small, regional sample of Canadian social enterprises. The findings demonstrate that social enterprises are similar to both not-for-profit and small- and medium-sized firms in terms of their marketing approaches, but face particular institutional legitimacy challenges when developing and implementing strategic marketing activities. Practical implications – This paper highlights the influences of institutional legitimacy on marketing practices and approaches in social enterprises. Understanding these influences is crucial for social marketing practitioners, as they develop strategic activities. The findings from the research provide a baseline upon which to begin to build both our theoretical and practical understanding of the potential utilization of social marketing through social enterprises. Social implications – Understanding the challenges social enterprises face in developing their strategic marketing activities provides deeper insights into social enterprises for social marketers, who might consider using social marketing in such organizations to achieve social change. Originality/value – This paper offers empirical evidence grounded in depth investigations of 15 social enterprises operating in a Canadian context. The findings help to extend our understanding of the complex institutional influences impacting marketing practices within social enterprise organizations. These institutional influences help to attune social marketers to the potential opportunities and challenges of using social enterprise as an organizational form for launching social marketing programs.

scholarly journals Corporate governance practices and outcomes in social enterprises in the UK

2015 ◽  
Vol 28 (1) ◽  
pp. 57-71 ◽  
Author(s):  
Walter Mswaka ◽  
Olu Aluko
Keyword(s):  
Social Enterprise ◽  
Social Enterprises ◽  
Content Type ◽  
Social Mission ◽  
The Social ◽  
Depth Analysis ◽  
Governance Models ◽  
The Uk ◽  
Enterprise Governance ◽  
The Impact

Purpose – The purpose of this paper is to explore the growth of social enterprise in the UK in the context of the renewed interest in the creative use of organisations with a social mission to complement public service delivery. Given the impact of globalisation and increased demands for effective social welfare interventions, this paper specifically focuses on the nature and type of social enterprise governance models and how they influence their outcomes. Design/methodology/approach – The study utilises a mixed method approach involving the complementary use of quantitative and qualitative data collection methods. Findings – The paper finds that the way in which the social enterprise governance structure is designed ultimately influences its outcomes. In particular, those with stewardship governance models tend to perform better than those with democratic models of governance. This leads to a conclusion that in the social context of the UK, social enterprise should aim for a paradigm shift in the design and selection of governance models. Research limitations/implications – Comparative regional experiences in other regions or social contexts could enrich our understanding of whether these results are applicable across the board. Practical implications – This paper is of potential benefit to researchers and particularly those designing policies for the governance of social enterprise. Originality/value – The study employs innovative analytical theoretical lenses not normally associated with the social economy, namely agency, stewardship and resource dependency theories to provide a more in-depth analysis of the governance of contemporary social enterprise.

scholarly journals Social enterprise and wellbeing in community life

2016 ◽  
Vol 12 (2) ◽  
pp. 235-254 ◽  
Author(s):  
Jane Farmer ◽  
Tracy De Cotta ◽  
Katharine McKinnon ◽  
Jo Barraket ◽  
Sarah-Anne Munoz ◽  
...  
Keyword(s):  
Social Enterprise ◽  
Well Being ◽  
Boundary Spanning ◽  
Social Enterprises ◽  
Positive Interactions ◽  
Community Life ◽  
Community Members ◽  
Content Type ◽  
The Social ◽  
Mental Mapping

Purpose This paper aims to explore the well-being impacts of social enterprise, beyond a social enterprise per se, in everyday community life. Design/methodology/approach An exploratory case study was used. The study’s underpinning theory is from relational geography, including Spaces of Wellbeing Theory and therapeutic assemblage. These theories underpin data collection methods. Nine social enterprise participants were engaged in mental mapping and walking interviews. Four other informants with “boundary-spanning” roles involving knowledge of the social enterprise and the community were interviewed. Data were managed using NVivo, and analysed thematically. Findings Well-being realised from “being inside” a social enterprise organisation was further developed for participants, in the community, through positive interactions with people, material objects, stories and performances of well-being that occurred in everyday community life. Boundary spanning community members had roles in referring participants to social enterprise, mediating between participants and structures of community life and normalising social enterprise in the community. They also gained benefit from social enterprise involvement. Originality/value This paper uses relational geography and aligned methods to reveal the intricate connections between social enterprise and well-being realisation in community life. There is potential to pursue this research on a larger scale to provide needed evidence about how well-being is realised in social enterprises and then extends into communities.

Integrating social enterprise and social marketing with shadow framework

2020 ◽  
Vol 10 (2) ◽  
pp. 153-178
Author(s):  
Partha Sarathi Roy ◽  
Paromita Goswami
Keyword(s):  
Social Change ◽  
Social Marketing ◽  
Social Enterprise ◽  
Sampling Strategy ◽  
Social Enterprises ◽  
Peace Building ◽  
Theoretical Research ◽  
Integrative Model ◽  
Target Groups ◽  
Content Type

Purpose The purpose of this paper is to argue for an integrative model of social enterprises (SE) and social marketing (SM) to usher in desirable change, instead of the currently adopted either/or approach. We offer the shadow framework to integrate these two paradigms in the context of peace-building organizations. Design/methodology/approach Using purposive sampling strategy, 19 cases of peacebuilding initiatives were identified and reviewed from secondary sources. Ashoka Fellows working in the domain of peacebuilding, along with a few other exemplary cases across the globe were considered. Findings We found an emerging typology of three forms in the organizational responses to peacebuilding initiatives: (a) pure charity-driven work, (b) dual structure of charity plus business enterprises, and (c) social enterprises with distinct revenue model. Research limitations/implications Building upon previous theoretical research, we find a lot of merit in SEs adopting the SM toolkit. We contribute to theory building by showing the interaction between paradox theory and stakeholder marketing in the context of SEs dealing with wicked problems such as peacebuilding. Consequently, we propose a shadow social marketing (SSM) model that would camouflage the real offering of peace through an apparent offering that would be non-controversial in nature and result in moderate-importance small wins for the multiple stakeholders involved with conflicting interests. Practical implications From a managerial perspective, chances of success of the desired social change increases by complementing the efforts of SEs through the SM toolkit. Organizationally, although all the three forms of peacebuilding initiatives can benefit from systematic usage of the SSM, they need to reframe their efforts toward those that are not pro-peace, rather than preach to the converted. Consequently, the answer may lie in efforts at building cultural sensitivity to promote entrepreneurship amongst such target groups amongst such target groups in conflicting communities, with an organizational form that successfully marries SEs and SM. Originality/value Though previous scholarship mentions the need for finding complementarities between social marketing objectives and social enterprise missions, no paper yet has suggested a roadmap for achieving it. This paper highlights an integrative plan that, in this specific case of peacebuilding initiatives, or social enterprises in general, can leverage to evolve better organizational practices, improve financial sustainability and measurable impact to effect the desired social change.

scholarly journals How can social enterprises impact health and well-being?

2018 ◽  
Vol 24 (3) ◽  
pp. 697-713 ◽  
Author(s):  
Katy Gordon ◽  
Juliette Wilson ◽  
Andrea Tonner ◽  
Eleanor Shaw
Keyword(s):  
Social Determinants Of Health ◽  
Social Determinants ◽  
Social Enterprise ◽  
Well Being ◽  
Social Enterprises ◽  
Determinants Of Health ◽  
Content Type ◽  
The Social ◽  
The Impact ◽  
Health And Well Being

Purpose The purpose of this paper is to examine the impacts of social enterprise on individual and community health and well-being. It focusses on community food initiatives, their impact on the social determinants of health and the influence of structure on their outcomes. Design/methodology/approach Using an interpretive qualitative approach through case studies focussed on two community food social enterprises, the research team conducted observations, interviews and ad hoc conversations. Findings Researchers found that social enterprises impacted all layers of the social determinants of health model but that there was greater impact on individual lifestyle factors and social and community networks. Impact at the higher socio-economic, cultural and environmental layer was more constrained. There was also evidence of the structural factors both enabling and constraining impact at all levels. Practical implications This study helps to facilitate understanding on the role of social enterprises as a key way for individuals and communities to work together to build their capabilities and resilience when facing health inequalities. Building upon previous work, it provides insight into the practices, limitations and challenges of those engaged in encouraging and supporting behavioural changes. Originality/value The paper contributes to a deeper insight of the use, motivation and understanding of social enterprise as an operating model by community food initiatives. It provides evidence of the impact of such social enterprises on the social determinants of health and uses structuration theory (Giddens, 1984) to explore how structure both influences and constrains the impact of these enterprises.

Social engineering and social marketing: why is one “good” and the other “bad”?

2014 ◽  
Vol 4 (3) ◽  
pp. 198-209 ◽  
Author(s):  
Ann-Marie Kennedy ◽  
Andrew Parsons
Keyword(s):  
Social Marketing ◽  
Design Methodology ◽  
Social Engineering ◽  
Historical Thinking ◽  
Content Type ◽  
The Social ◽  
Values And Beliefs ◽  
Marketing Activities ◽  
First Time ◽  
Social Engineer

Purpose – The aim of this article is to explore how social engineering and social marketing are connected, and how social marketing is a tool used to achieve adherence to social engineering. Design/methodology/approach – Through examination of contemporary and historical thinking around social marketing, we present a conceptual argument that social marketing is another tool of the social engineer, and that social engineering, through methods such as social marketing, is pervasive throughout all societies in positive ways. Findings – We develop a conceptual model of social engineering and social marketing, which goes beyond behaviour change to incorporate the essentials of society and the influencers of those essentials. In doing so, we show that social marketing influenced behaviour lies within the social engineering influenced laws, codes and norms of society, which in turn lie within the morals, values and beliefs of society. Originality/value – This article provides for the first time a conceptual grounding of social marketing within social engineering, enabling academics and practitioners to contextualise social marketing activities in a broader societal framework.

Evidence of Strategic Marketing in Social Enterprises

2019 ◽  
pp. 182-212
Author(s):  
Debbie Ellis ◽  
Evelyn Derera
Keyword(s):  
South African ◽  
Social Enterprise ◽  
Qualitative Data ◽  
Systematic Approach ◽  
Social Enterprises ◽  
Strategic Marketing ◽  
Unique Form ◽  
The Social

Social enterprises represent a unique form of organization with both commercial and social objectives. As such, the application of strategic marketing to these organizations is not clearly understood. Chapter 1 developed a framework for analyzing strategic marketing, which is applied in this chapter to three South African social enterprises to assess the evidence of the application of strategic marketing in the social enterprise context. The results of the study reflect rich qualitative data providing evidence of the application of elements of strategic marketing as well as adaptations more appropriate to the social enterprise context. From these lessons, recommendations are made for social enterprises applying a more systematic approach to strategic marketing in their organizations.

Delineating novel aspects of social enterprise theory

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Patrick J. Murphy ◽  
Artem Kornetskyy ◽  
Joseph T. Nixon
Keyword(s):  
Social Enterprise ◽  
Social Enterprises ◽  
Ecological Value ◽  
Entrepreneurial Ventures ◽  
Content Type ◽  
For Profit ◽  
Governmental Organizations ◽  
Non Governmental Organizations ◽  
The Social ◽  
Enterprise Theory

Purpose Social enterprises are defined in practice in terms of one operational model generating measurable value in more than one of the economic, social and natural/ecological value denomination categories. However, entrepreneurship theory does not generally or explicitly reflect this definition, which has generated confusion about the social enterprise concept. The purpose of this paper is to contribute to social enterprise theory by delineating novel aspects of this definition and their conceptual ramifications. Design/methodology/approach The authors review the social enterprise literature with a focus only on the most original contributions and most distinct research questions. The authors do not explicitly review research on traditional for-profit entrepreneurial ventures, not-for-profit/non-governmental organizations or mainstream social entrepreneurial ventures. Findings The authors offer several implications for social enterprise theory based on practices that are unique to the area but not amenable other areas of entrepreneurship. The contribution is instrumental to establishing social enterprise as a distinct theoretic area. Originality/value By focusing on novel aspects of social enterprise not easily explainable by mainstream theoretic traditions, the authors offer an original contribution to the development of social enterprise theory.

Social marketing in social enterprises: how to deal with dualities

2016 ◽  
Vol 32 (8) ◽  
pp. 6-8
Keyword(s):  
Social Marketing ◽  
Design Methodology ◽  
Social Enterprises ◽  
Content Type ◽  
Marketing Activities ◽  
Practical Implications

Purpose The purpose of the paper is to understand the tensions that marketing practitioners in social enterprises are subjected to. Design/methodology/approach The paper examines the case of 15 Canadian social enterprises. Findings The analysis reveals four dualities in social enterprises, and initial strategies to deal with them. Practical Implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The paper reveals how dualities facing marketing practitioners in social enterprises influence marketing activities in these organizations.

scholarly journals Marketing Scottish social enterprises using a label?

2019 ◽  
Vol 15 (3) ◽  
pp. 339-357
Author(s):  
Indiana Bonar ◽  
Paula Sonja Karlsson
Keyword(s):  
Social Enterprise ◽  
Social Enterprises ◽  
Successful Implementation ◽  
Structured Interviews ◽  
Online Questionnaire ◽  
Consumer Awareness ◽  
Content Type ◽  
Marketing Activities ◽  
Marketing Tool ◽  
The Impact

Purpose Social enterprises are competitive businesses in the marketplace, yet insubstantial research has investigated how they market their businesses. This paper aims to investigate the impact a social enterprise label – “Buy the Good Stuff” – used in Edinburgh has had on consumer awareness and explore whether a possible national label could be used as a marketing tool by social enterprises in Scotland. Design/methodology/approach The study uses a mixed-methods approach, consisting of an online questionnaire with 100 participants and seven semi-structured interviews with representatives of social enterprises involved in the marketing campaign in Edinburgh and representatives of social enterprises who were not involved in the campaign. Findings Findings indicate that the label used in Edinburgh has had little impact on increasing consumer awareness of social enterprises. However, a national label has the potential to help social enterprises increase consumer awareness. Yet, successful implementation requires thorough design of the label and broad support for its promotion. Practical implications The paper offers insights into the implementation of a national label. Managers of social enterprises and social enterprise networks should consider the findings when adopting marketing activities. Originality/value Findings contribute to the sparse literature regarding marketing activities of social enterprises. The paper provides evidence that the broader social enterprise sector and its representatives in Scotland should re-evaluate their position on the introduction of a national label, given that one priority identified for the sector is to create and promote a social enterprise brand which the SE code is not focussed on.

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