Strategic marketing approaches impact on social enterprises

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Leandro da Silva Nascimento ◽  
Fernanda Kalil Steinbruch ◽  
Daniel Max de Sousa Oliveira ◽  
Júlio César da Costa Júnior ◽  
Fernando Bins Luce
Keyword(s):  
Value Creation ◽  
Social Entrepreneurship ◽  
Design Methodology ◽  
Social Impact ◽  
Social Enterprises ◽  
Strategic Marketing ◽  
Content Type ◽  
Social Value Creation ◽  
Advance Knowledge ◽  
Practical Implications

PurposeDue to social enterprises' (SEs) relevance to social value creation, marketing increases its attention to these hybrid organizations. However, there is no consensus on how strategic marketing can improve SE performance. Thus, this paper aims to discuss how commercial, social and societal strategic marketing approaches relate to compensatory and transformative social entrepreneurship scopes to improve SE performance.Design/methodology/approachThis paper is conceptual. We hold discussions and raise reflections to advance knowledge on both marketing and social entrepreneurship fields, more precisely by intertwining them.FindingsWe develop a conceptual model for adapting three strategic marketing approaches to compensatory and transformative SEs. We argue that SEs have three types of performances: commercial, social and societal. Social and commercial strategic marketing are essential for SEs acting in compensating local failures of capitalism. Societal and commercial strategic marketing are essential for SEs focused on transformative actions to changing global system. Such relations can leverage social impact, which we conceptualize as compensatory or transformative.Practical implicationsThe model contributes to improvements on strategic marketing decisions by marketers and entrepreneurs in social entrepreneurship.Originality/valueWe propose a decomposition of strategic marketing into three approaches: commercial, social and societal, which constitutes a novelty to the field. This can facilitate management of SEs with different actions and performances, whether at local or international levels.

Antecedents of customers’ intention to support Islamic social enterprises in Indonesia

2014 ◽  
Vol 26 (5) ◽  
pp. 707-737 ◽  
Author(s):  
Sri Rahayu Hijrah Hati ◽  
Aida Idris
Keyword(s):  
Social Entrepreneurship ◽  
Structural Equation ◽  
Design Methodology ◽  
Social Enterprises ◽  
Extrinsic Factors ◽  
Content Type ◽  
Equation Modelling ◽  
The Social ◽  
The Impact ◽  
Practical Implications

Purpose – The purpose of this paper is to examine the influence of extrinsic factors, namely, age, education, gender, marital status and income on customers’ intention to support Islamic social enterprises via donation. The paper also assesses the influence of religiosity on support intention (SI). The impact of customers’ perceptual reaction to the credibility of social enterprises’ advertising is also measured to assess its influence on SI. Design/methodology/approach – A total of 214 completed questionnaires from online and offline surveys were analysed using several statistical analyses, including structural equation modelling, to assess the effects of the independent variables on SI. Findings – The study found that customers’ socioeconomic status and religiosity have no significant influence on their intention to channel their donations via Islamic social enterprises. It is the social enterprises’ advertising which significantly influences their SI. Research limitations/implications – The study focuses on an Islamic research context of social entrepreneurship. Thus, the results cannot be generalised directly to the non-Islamic social entrepreneurship context. Practical implications – Findings of the study suggest that organisations should develop effective communication strategies through advertising to highlight organisational credibility as it plays an important role in shaping customers’ attitudes and intentions. Originality/value – The study investigates the effects of marketing on customers’ SI. It also considers credibility, advertising, and the concept of branding in a context of social entrepreneurship, a concept that is still largely unexplored in the literature.

‘Social’ value creation as care: the perspective of beneficiaries in social entrepreneurship

2020 ◽  
Vol 16 (3) ◽  
pp. 339-360
Author(s):  
Diana Lorenzo-Afable ◽  
Marjolein Lips-Wiersma ◽  
Smita Singh
Keyword(s):  
Developing Countries ◽  
Developing Country ◽  
Value Creation ◽  
Social Entrepreneurship ◽  
Social Enterprises ◽  
Social Value ◽  
Dark Side ◽  
Social Entrepreneurs ◽  
Content Type ◽  
Social Value Creation

Purpose This paper aims to characterise the “social” in social entrepreneurship (SE) by examining social value creation (SVC) from the perspective of vulnerable beneficiaries within a developing country context. It uses the lens of care ethics to garner insights into SVC based on what beneficiaries care about in their work engagement with social enterprises. Design/methodology/approach The exploratory paper implements a multiple case study approach to theory building, which considers the rich, real-life developing country context wherein much SVC occurs. Data collection primarily uses in-depth interviews with beneficiaries in accordance with socially sensitive research methodologies involving vulnerable participants. Findings The findings offer an ethical view of SVC that is premised on what is of value to beneficiaries in SE. The authors find that SVC is a multi-dimensional and reciprocal process that is shaped as beneficiaries work for social enterprises. The reciprocal nature of the process engenders beneficiary altruism, which may heighten vulnerability and lead to the dark side of SE. Social implications Many of the problems SE tries to address are situated in developing countries. The findings may enable social entrepreneurs, policymakers and social enterprise organisations to develop more responsive and more impactful solutions to social problems in developing countries. They further suggest that beneficiaries must not be looked upon merely as passive recipients of value but as active participants in the SVC process. Originality/value This paper contributes to critical SE discourse by giving voice to beneficiaries in SE.

How social entrepreneurs focus on maximizing value to communities

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Keyword(s):  
Social Entrepreneurship ◽  
Design Methodology ◽  
Reading Time ◽  
Social Enterprises ◽  
Social Value ◽  
Social Entrepreneurs ◽  
Content Type ◽  
The Social ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings This research paper examines coopetition strategies for social enterprises. The study's coopetition framework consists of four strategic stages: (1) a social incubator inducing coopetition between social enterprises; (2) coopetition boosting market performance; (3) coopetition emerging naturally from social enterprises' activities; and (4) a coopetition framework for social entrepreneurship being formed. These strategies demonstrate that social enterprises want to increasingly cooperate, but also have to compete with each other for volunteers and to make their products stand out. Ultimately, this balanced coopetition is what maximizes the social value that these enterprises supply to communities. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

The contributions of social entrepreneurship and transformational leadership to performance

2019 ◽  
Vol 39 (9/10) ◽  
pp. 719-737
Author(s):  
Ahmad Naderi ◽  
Leila Nasrolahi Vosta ◽  
Abolghasem Ebrahimi ◽  
Mohammad Reza Jalilvand
Keyword(s):  
Social Capital ◽  
Transformational Leadership ◽  
Value Creation ◽  
Social Entrepreneurship ◽  
Social Enterprise ◽  
Social Enterprises ◽  
Social Value ◽  
Rural Tourism ◽  
Content Type ◽  
Social Value Creation

Purpose The exploration of performance determinants in social enterprises has gained increasing relevance among researchers and practitioners, particularly in rural tourism. The purpose of this paper is to analyze the contributions of transformational leadership and social entrepreneurship to the performance of social enterprises in the context of rural tourism. Further, the mediating roles of social capital, creativity and social value were investigated. Design/methodology/approach Data were gathered through a survey of 168 employees of social enterprises operating in the rural tourism setting. Eight surveyors were sent out to conduct the survey. Data were analyzed by structural equation modeling (SEM) using AMOS 18.0. Findings The results of the SEM suggested that transformational leadership is positively associated with social value, social capital and performance of social enterprise. In addition, social entrepreneurship had a significant influence on social value, social capital and performance of social enterprise. Creativity and social value predicts the performance of social enterprise. Further, social capital was found to have a positive relationship with creativity. Finally, the mediating roles of social capital, creativity and social value were also confirmed. The findings thus highlight the power of the social value creation and social capital in the social enterprises operating in the rural destinations. Social implications The findings assert that social entrepreneurship and transformational leadership are key sources of social value creation, social capital and creativity in rural tourism context indicating the need for additional efforts on this kind of entrepreneurial activity. The findings can motivate policymakers to promote social entrepreneurship in rural tourism destinations as a means of stimulating bottom-up social capital and social value creation. Originality/value This study is among the first to examine the hypothesized relationships focusing on tourism social enterprises.

Evaluation of social enterprise outcomes and self-efficacy

2015 ◽  
Vol 42 (2) ◽  
pp. 163-178 ◽  
Author(s):  
Boris Urban
Keyword(s):  
Social Entrepreneurship ◽  
Self Efficacy ◽  
Social Enterprise ◽  
Design Methodology ◽  
Social Impact ◽  
Emerging Market ◽  
Social Enterprises ◽  
Validity And Reliability ◽  
Content Type ◽  
Individual Efficacy

Purpose – Understanding of social values is emerging, particularly as the phrases “social impact” and “social value” and the measurement thereof, are ubiquitous in both practitioner and academic discourse today. These terms are particularly relevant to those involved in social initiatives that are required at some stage to demonstrate to stakeholders, investors, funders, or simply themselves that they have the capability to deliver. The purpose of this paper is to link the evaluation of social enterprise outcomes to individual efficacy beliefs. Design/methodology/approach – The study is survey based (165 respondents) and conducted in two major cities in South Africa, where social entrepreneurship (SE) has unequivocal application. Social outcomes and self-efficacy are operationalized and measured along multi-dimensional scales. After checking the instruments for validity and reliability, correlational and multiple regression analyses are performed to determine the predicted relationship between the specified variables. Findings – Empirical findings reveal that evaluation of social enterprise outcomes is associated with higher levels of self-efficacy. Significant results support the propositions that perceptions of capability are positively related to implementing a social vision, sustainability, social networking, innovativeness and financial returns. Research limitations/implications – The main implications of this study are that measuring SE efficacy in advance of funding may indicate probability of venture success. Originality/value – The study is one of the first to provide a much needed account of the evaluation of social enterprises in relation to self-efficacy in an emerging market context.

Consumer value creation through WhatsApp use

2019 ◽  
Vol 32 (4) ◽  
pp. 455-471
Author(s):  
Jorge Cruz-Cárdenas ◽  
Jorge Guadalupe-Lanas ◽  
Ekaterina Zabelina ◽  
Andrés Palacio-Fierro ◽  
Margarita Velín-Fárez ◽  
...  
Keyword(s):  
Latin American ◽  
Value Creation ◽  
Emotional Support ◽  
Design Methodology ◽  
Instant Messaging ◽  
Role Performance ◽  
Content Type ◽  
Consumer Value ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to understand in-depth how consumers create value in their lives using WhatsApp, the leading mobile instant messaging (MIM) application. Design/methodology/approach The study adopts the perspective of customer-dominant logic (CDL) and uses a qualitative multimethod design involving 3 focus groups and 25 subsequent in-depth interviews. The research setting was Ecuador, a Latin American country. Findings Analysis and interpretation of the participants’ stories made it possible to identify and understand the creation of four types of value: maintaining and strengthening relationships; improving role performance; emotional support; and entertainment and fun. In addition, the present study proposes a conceptual model of consumer value creation as it applies to MIM. Practical implications Understanding the way consumers create value in their lives using MIM is important not only for organizations that offer MIM applications, but also for those companies that develop other applications for mobile phones or for those who wish to use MIM as an electronic word-of-mouth vehicle. Originality/value The current study is one of the first to address the topic of consumer behavior in the use of technologies from the perspective of CDL; this perspective enables an integrated qualitative vision of value creation in which the consumer is the protagonist.

The Google Knowledge Graph

2014 ◽  
Vol 30 (4) ◽  
pp. 15-17 ◽  
Keyword(s):  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Social Impact ◽  
Knowledge Graph ◽  
Content Type ◽  
Principal Source ◽  
Pertinent Information ◽  
Practical Implications ◽  
The Web

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Becoming increasingly reliant on the web as a principal source of finding information is altering our brains and the way that we obtain and hold knowledge. We are becoming less reliant on our memories to hold knowledge, instead using technology – and search engines like Google in particular – to deposit and retrieve information. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Social implications – The paper provides strategic insights and practical thinking that can have a broader social impact. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Social entrepreneurship: creating social value when bridging holes

2018 ◽  
Vol 14 (4) ◽  
pp. 410-428 ◽  
Author(s):  
Suvi Kokko
Keyword(s):  
Value Creation ◽  
Social Enterprise ◽  
Institutional Logics ◽  
Social Enterprises ◽  
Social Value ◽  
Content Type ◽  
For Profit ◽  
Social Value Creation ◽  
Key Factor ◽  
Shared Goal

Purpose This paper aims to understand how social value is created in a context characterized by institutional complexity. By identifying stakeholders interacting in a social enterprise and the logics guiding their expected and experienced value, the study describes how social value is created when different institutional logics embedded in strong-tie networks are bridged. Design/methodology/approach Concepts of structural holes and institutional logics were applied to the empirical case of a social enterprise. Interviews provided the primary empirical material, but multiple data collection methods were used. Findings A shared goal facilitated co-existence of competing value logics, and provided common space forming multiple social value outcomes as products of the different logics. Research limitations/implications Limited to one case, this study shows that the interaction of otherwise unconnected stakeholders in a social enterprise, and their embeddedness in different institutional logics, provides one explanation for why and how social value is created. Practical implications Acknowledging and addressing gaps in knowledge and resources can lead to social value creation if social enterprises remain open to different logics. This suggests that co-existence of different logics can be a key factor for successful social value creation in social enterprises, if the competing logics are turned into complementary sources. Originality/value Dependency on logics from different networks of stakeholders shapes social enterprises to produce outcomes consistent with the different logics. The multiplicity of social value outcomes poses challenges for evaluating the success of social enterprises, especially when the tendency is to use evaluation approaches from the for-profit sector, focusing on the economic logic.

Challenges to measuring social value creation through social impact assessments: the case of RVA Works

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Balashankar Mulloth ◽  
Stefano Rumi
Keyword(s):  
Value Creation ◽  
Real World ◽  
Social Enterprise ◽  
Social Impact ◽  
Social Value ◽  
Impact Measurement ◽  
Social Entrepreneurs ◽  
Content Type ◽  
Social Value Creation

PurposeDespite the prevalence of academic literature debating and proposing competing conceptions of social value creation through socially driven enterprises, there is a lack of empirical studies on established impact measurement methodologies in the context of real-world ventures. The purpose of this paper is to illustrate a structured process of conducting social impact assessments (SIAs) through the real-world case of Richmond, Virginia Works Enterprise Support (RVA Works), a social enterprise in Richmond, Virginia, that provides educational programming on small business ownership to minorities and lower-income individuals.Design/methodology/approachThis qualitative research study incorporates an in-depth case study methodology. Evidence was collected through interpretive/qualitative interviews and direct observations by the researchers.FindingsUsing the example of RVA Works, the authors show that there is a lack of standardization and guidance for social entrepreneurs in choosing methods to assess their organizational performance, and that leading conceptions of social impact continue to face key weaknesses in their methodologies.Practical implicationsBy incorporating a qualitative case study approach, the authors present a real-world study of a social enterprise – specifically a microenterprise development organization – that may serve as a valuable example to social entrepreneurs and not-for-profit leaders facing similar challenges of social value creation and impact measurement.Originality/valueIn studying the experience of conducting SIAs by social enterprises, the authors illustrate the real-world challenges faced by entrepreneurs in applying theoretical conceptions of social value to the outcomes of their ventures, thus illustrating a need for additional clarity and discussion around a more comprehensive, standardized and broadly applicable measurement approach.

Polish perceptions on changing the world with sustainable entrepreneurship

2021 ◽  
Vol 37 (4) ◽  
pp. 19-21
Keyword(s):  
Value Creation ◽  
Design Methodology ◽  
Business Models ◽  
Design Stage ◽  
Model Design ◽  
Content Type ◽  
Coffee Waste ◽  
The World ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings This research paper highlights how circular economy business models focus on the regenerative value creation inherent in reusing resources and waste. Circular startup transformations see founders moving out of sustainability-focused mindsets and into taking specific action to construct innovative circular business models. The purpose-led founders combined environmental and economic goals to produce scalable engines capable of inspiring and educating customers and larger companies on the beauty of reusing waste. Solving universal problems at their business model design stage allowed the Polish startups – for example, EcoBean who make renewable energy coffee briquettes from coffee waste – to offer value to international customers. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

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