Application of Social Marketing in Social Entrepreneurship

2015 ◽  
Vol 21 (3) ◽  
pp. 152-172 ◽  
Author(s):  
Archana Singh ◽  
Gordhan K. Saini ◽  
Satyajit Majumdar
Keyword(s):  
Present Article ◽  
Social Marketing ◽  
Social Entrepreneurship ◽  
Marketing Strategies ◽  
Future Research ◽  
Theory Approach ◽  
Social Entrepreneurs ◽  
Holistic Understanding

Recognizing the importance of social marketing strategies for the success of social entrepreneurial ventures (SEVs), the present article examines nine SEVs with different profit orientation to understand the role of social marketing in social entrepreneurship (SE). Using grounded theory approach and case study method, the present article cross-examines cases and develops propositions thereof, providing a holistic understanding of current and potential application of social marketing strategies in SE. The outcome of this study may help social entrepreneurs to choose appropriate strategies from a pool of social marketing strategies available. However, there is a need to test these propositions with a larger set of data in future research. Also, it is equally important to study social marketing strategies adopted by failed cases of SEVs so that the existing and potential social entrepreneurs can learn from their mistakes.

Sahaj Crafts: the challenge of alleviating poverty in Western Rajasthan

2019 ◽  
Vol 9 (1) ◽  
pp. 1-45 ◽  
Author(s):  
Aashish Mehra ◽  
Nidhi Mathur ◽  
Vaibhav Tripathi
Keyword(s):  
Business Model ◽  
Social Entrepreneurship ◽  
Value Chain ◽  
Social Enterprise ◽  
Marketing Strategies ◽  
Social Business ◽  
Content Type ◽  
The Social

Learning outcomes The learning objectives of this case are as follows: identify and understand the major challenges/problems faced by a social enterprise in promoting handicraft business; examine the value chain architecture of handicraft products; assess the role of the protagonist (Sanjay) as a social change agent in shaping a successful social enterprise; assess Sahaj Crafts' initiatives and analyze whether the key intervention/s planned/executed were required for skilling up of rural artisans and upgradation of handicraft business; know the marketing strategies for handicraft products; and understand the “strategies” which need to be applied for uplifting people's lives at the bottom of pyramid in general and for enlivening of artisans’ clusters in particular. The outcomes are as follows: examining the value chain architecture of handicraft product; understanding the difficulties and challenges of structuring a viable social business model; examining the role of Sanjay as a social change agent in shaping a successful social enterprise; and examining the model of Craft Incubation Center and design education proposed by Sahaj Crafts for improving rural artisans’ livelihood and skills upgradation. Case overview/synopsis Sanjay Joshi – the promoter and CEO of “Sahaj Crafts” (a social enterprise established in Western Rajasthan, India), an initiative to strengthen indigenous skills and mainstream rural craft products and artworks – is faced with the question of how to scale up his organization’s operations. Doing so requires that he address these fundamental challenges in terms of – how to deal with unorganized craft communities; match up product orientation to market demands; integrate modern technology / processes in craft business; combat restricted mobility of women artisans; and make effective interventions so that the artisans learn and enjoy working in the current model and solve the financial issues faced by the social enterprise. Providing effective and implementable answers to those questions is vital to Sahaj Craft’s development in attaining its mission to alleviate poverty in the region. Failing to expand operations above a critical scale may leave Sahaj Crafts vulnerable in meeting sufficient demand for contemporary craft products in the mainstream markets. Complexity academic level This case study is primarily suitable for post-graduate level management students to teach the concepts of designing and operationalizing a “social” business model in a social entrepreneurship module. This case study can also be used for highlighting business model innovations in the social sector of emerging markets. The case could be taught in the following academic domains: social entrepreneurship; bottom of the pyramid; social inclusion; supply chain consolidation (vertical integration in a value chain); marketing strategies for handicraft products; branding; brand positioning; cost and management accounting. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 3: Entrepreneurship

scholarly journals Unfolding Bricolage in Social Entrepreneurship: A Way Forward for Future Research

2020 ◽  
Vol 9 (4) ◽  
pp. 44-55
Author(s):  
MISBAH NOOR ◽  
FAYAZ ALI SHAH ◽  
SHAHID JAN KAKAKHEL
Keyword(s):  
Social Entrepreneurship ◽  
Critical Role ◽  
Developed Countries ◽  
Resource Scarcity ◽  
Future Research ◽  
Social Entrepreneurs ◽  
Entrepreneurial Bricolage ◽  
Scarcity Of Resources ◽  
Conceptual Evolution

Social entrepreneurship has been recently becoming center of attention for academicians and practitioners. It is mainly because of its critical role in addressing unmet needs and social problems of underprivileged communities around the globe. Social entrepreneurs are often confronted with the scarcity of resources as they are inherently located in resource constrained settings. Given the scarcity of resources and the crucial role of social entrepreneurship, bricolage is emerging as a promising strategy to address resource scarcity in impoverished settings. In this vein, this paper provides a comprehensive review of literature on bricolage and how it unfolds in social entrepreneurship. The review also sheds light on the conceptual evolution of bricolage and how it invades the entrepreneurship literature. A systematic approach was adopted for conducting the literature search in order to capture all the recent work on bricolage in context of social entrepreneurship. The review shows that most of the studies on bricolage in context of social entrepreneurship are concentrated in developed countries and more stable environments with only few exceptions. Also social bricolage theory which is an extension of entrepreneurial bricolage is still understudied and needs further investigation and documentation. The paper holds particular relevance for academicians and researchers as it provides useful insights into concepts of bricolage and its relevance to social entrepreneurship. Keywords: Entrepreneurship, Bricolage, Social Entrepreneurship, Social Bricolage.

scholarly journals PROMOTING SOCIAL ENTREPRENEURSHIP PRODUCT

2017 ◽  
Vol 1 ◽  
pp. 309
Author(s):  
Marga Zhivitere ◽  
Viktoriia Riashchenko
Keyword(s):  
Social Entrepreneurship ◽  
Marketing Mix ◽  
Customer Segmentation ◽  
Marketing Strategies ◽  
Social Entrepreneurs ◽  
The Social ◽  
Full Power ◽  
And Behavior ◽  
Political Economic

The object of the research are the social entrepreneurs and its business development. The aim of the research is to discuss existing marketing strategies applied to social entrepreneurship and to offer possible ways of their improvement. The research is relevant and consistent with the increasing role of social entrepreneurship taking the full power throe the fast changing political, economic, socio cultural and technological circumstances of the 21st century. While marketing the social entrepreneurship, the focus on marketing strategies must be revised. The research methodology includes both traditional and modern elements of marketing, such as marketing mix, strategies, customer segmentation and targeting, pricing altogether with the main elements of social entrepreneurship, such as social and economic aspects. The results present thet in standard marketing strategies, the strategy for social entrepreneurs should include segmentation of the customers and consumers by taking into consideration standard criteria (such as geographical, demographical, psychographic and behavior segmentation) but also implementing own criteria most adequate for the products they are currently interested to produce. It is important which factors are significant enough to take decisions of expansion, harvest or liquidation of products.

Assessing the Social Entrepreneurship Business Model: An Exploratory Case Study in the Italian Cultural Heritage Sector

2020 ◽  
Vol 10 (4) ◽  
Author(s):  
Nicola Cucari ◽  
Eugenio D’Angelo ◽  
Eduardo Esposito ◽  
Maria Vincenza Ciasullo
Keyword(s):  
Cultural Heritage ◽  
Business Model ◽  
Social Entrepreneurship ◽  
Business Models ◽  
Single Case ◽  
Social Enterprises ◽  
Future Research ◽  
Social Entrepreneurs ◽  
The Social

AbstractSocial entrepreneurship (SE) has gained prominence in recent years, becoming a primary field of study and providing rich research opportunities that are both challenging and intriguing. This paper seeks to fill the knowledge gap in this field by improving the understanding of business models of SE and, more specifically, investigating how social entrepreneurs design their business models in order to create both social and economic value. Using the abductive approach method, the paper explores a single case study that enquires about the business model of the social enterprise named “La Paranza Cooperative”, located in southern Italy and operating in the cultural heritage industry. Our main theoretical contribution lies in illustrating and formalising the ambidexterity perspective through which social enterprises simultaneously pursue goals that are apparently contradictory, such as economic and social ones. Furthermore, on the practical side, we assess the win–win managerial mechanisms that benefit social enterprises through their external environment as a bundle of distinctive resources while contributing to its requalification. Finally, our explorative study opens-up for deeper and more detailed future research on the business model of SE.

scholarly journals Decision Making from the Experience of Orthognathic Surgery Patients: A Grounded Theory Approach

2021 ◽  
pp. 238008442110144
Author(s):  
N.R. Paul ◽  
S.R. Baker ◽  
B.J. Gibson
Keyword(s):  
Decision Making ◽  
Grounded Theory ◽  
Treatment Options ◽  
Study Data ◽  
Primary Objective ◽  
Major Surgery ◽  
Future Research ◽  
Decision Making Process ◽  
Theory Approach

Introduction: Patients’ decisions to undergo major surgery such as orthognathic treatment are not just about how the decision is made but what influences the decision. Objectives: The primary objective of the study was to identify the key processes involved in patients’ experience of decision making for orthognathic treatment. Methods: This study reports some of the findings of a larger grounded theory study. Data were collected through face-to-face interviews of patients who were seen for orthognathic treatment at a teaching hospital in the United Kingdom. Twenty-two participants were recruited (age range 18–66 y), of whom 12 (male = 2, female = 10) were 6 to 8 wk postsurgery, 6 (male = 2, female = 4) were in the decision-making stage, and 4 (male = 0, female = 4) were 1 to 2 y postsurgery. Additional data were also collected from online blogs and forums on jaw surgery. The data analysis stages of grounded theory methodology were undertaken, including open and selective coding. Results: The study identified the central role of dental care professionals (DCPs) in several underlying processes associated with decision making, including legitimating, mediating, scheduling, projecting, and supporting patients’ decisions. Six categories were related to key aspects of decision making. These were awareness about their underlying dentofacial problems and treatment options available, the information available about the treatment, the temporality of when surgery would be undertaken, the motivations and expectation of patients, social support, and fear of the surgery, hospitalization, and potentially disliking their new face. Conclusion: The decision-making process for orthognathic treatment is complex, multifactorial, and heavily influenced by the role of DCPs in patient care. Understanding the magnitude of this role will enable DCPs to more clearly participate in improving patients’ decision-making process. The findings of this study can inform future quantitative studies. Knowledge Transfer Statement: The results of this study can be used both for informing clinical practice around enabling decision making for orthognathic treatment and also for designing future research. The findings can better inform clinicians about the importance of their role in the patients’ decision-making process for orthognathic treatment and the means to improve the patient experience. It is suggested that further research could be conducted to measure some of the key constructs identified within our grounded theory and assess how these change during the treatment process.

Fostering Cultural Responsiveness in an Urban High School: A Case Study

2021 ◽  
pp. 019263652110365
Author(s):  
Jay Paredes Scribner ◽  
Donna H. Weingand ◽  
Karen Leigh Sanzo
Keyword(s):  
School Culture ◽  
School Leadership ◽  
Culturally Responsive ◽  
Cultural Responsiveness ◽  
Future Research ◽  
Student Needs ◽  
Theoretical Frameworks ◽  
Teacher Needs

Scholars and practitioners have increasingly recognized the role of culturally responsive school leadership (CRSL). However, few studies have applied recent comprehensive CRSL theoretical frameworks. This in-depth case study explores how a school leader understands and shapes a school culture to be increasingly culturally responsive to students. Utilizing recent conceptualizations of CRSL as a lens, two major findings were developed. First, the principal’s understanding of what it means to be a culturally responsive leader is centered on the student experience: meeting basic needs, seeking “vertical” engagement, and transforming student world views. Second, to meet those student needs the principal practiced differentiated instructional leadership according to individual teacher needs and oriented to fostering a culturally responsive school culture. We suggest future research carefully examine (1) the interplay of beliefs, dispositions, and values in CRSL play, and (2) how CRSL (where it exists) manifests as an organizational.

Determinant factors of successful social entrepreneurship in the emerging circular economy of Lebanon: exploring the moderating role of NGOs

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hani El Chaarani ◽  
Lukman Raimi
Keyword(s):  
Root Mean Square ◽  
Social Entrepreneurship ◽  
Circular Economy ◽  
Psychological Factors ◽  
Mean Square ◽  
Social Entrepreneurs ◽  
Content Type ◽  
Determinant Factors ◽  
Fit Index

Purpose Social entrepreneurship is gradually becoming a potent driving force for economic and social development in developing countries as a result of governance deficits. The purpose of this study is to examine the determinant factors of successful social entrepreneurship in the emerging circular economy of Lebanon. The objective extends to exploring the mediating role of non-governmental organizations (NGOs) in the success of social entrepreneurship in Lebanon. Design/methodology/approach Using a cross-sectional survey design, the authors collected primary data from 389 social entrepreneurs through questionnaires in selected locations in Lebanon. The data collected were analyzed using descriptive and inferential statistics. The hypotheses were tested using linear regression and structural equation modeling (SEM) for predicting the impact of independent variable on the dependent variable. The validity, progressive and various models fits were tested using root mean square of approximation, root mean square of residuals, standard root mean square residuals, incremental fit index, fitness of the extracted and non-normal fit index. Findings The SEM estimations reveal that three main factors determine the success of social entrepreneurs in Lebanon, namely, environmental factors, psychological factors and prior experience. Moreover, the results reveal that support of NGOs positively moderates the relationships between the success of social entrepreneurship and two different variables (psychological factors and environmental factors), but failed to moderate the relationships between success of social entrepreneurship and four variables (experience, education, leadership and founding team composition). Originality/value The study contributes to the entrepreneurship and circular economy literature by explicating empirically the determinant factors of successful social entrepreneurship in Lebanon’s emerging circular economy. It also provides a fact-based social awareness on the role of local and international NGOs in supporting the social entrepreneurs in driving the idea of a circular economy. The study also validates multiple entrepreneurship theories.

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