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.

Policy Environments of Social Enterprise in Taiwan: a Cross-Sectoral Governance Perspective

2018 ◽  
Vol 10 (2) ◽  
pp. 290-318
Author(s):  
Tzu-Shen Yang ◽  
Min-Hsiu Chiang
Keyword(s):  
Social Enterprise ◽  
Qualitative Data ◽  
Social Enterprises ◽  
Policy Environments ◽  
The Social ◽  
The Government ◽  
Depth Interviews ◽  
Enterprise Policy

AbstractIn recent years, social enterprises in Taiwan have experienced a period of growth and are becoming more diversified. At the same time, the government is paying more attention to fostering a policy-friendly environment for their development. Despite growing interest in social enterprises, research on this phenomenon remains limited in Taiwan. Using a cross-sectoral perspective, this study is based on qualitative data from in-depth interviews on social enterprises. There are three main findings, first, the development of Taiwan’s social enterprise policy is deeply affected by different sectors. Second, the roles of the sectors are distinct and there is frequent cross-sectoral cooperation. Third, there is still a gap between the government sector’s and other sectors’ views of the social enterprise policy.

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.

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.

Strategic Marketing for Social Enterprises

2019 ◽  
pp. 1-30
Author(s):  
Debbie Ellis ◽  
Evelyn Derera
Keyword(s):  
South African ◽  
Social Enterprise ◽  
Strong Support ◽  
Social Enterprises ◽  
Strategic Marketing ◽  
Social Entrepreneurs

The purpose of this introductory chapter is to define and describe the two primary domains of this book and present an analysis of the literature at the nexus of these domains. The aim is to determine from literature, how strategic marketing can, and has been found to be, relevant in social enterprises. The analysis finds strong support for the value of strategic marketing in social enterprises and presents evidence of research proving this value. Recommendations are thus provided to social entrepreneurs and managers of social enterprises on the key elements of strategic marketing that should be applied in their organizations. The chapter provides a foundation for the complimentary Chapter 8, which looks for evidence of strategic marketing in three South African social enterprises. It also provides a strong platform from which other chapters in the book present research on specific elements of strategic marketing in a variety of social enterprise contexts.

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.

scholarly journals Online feminist publications as social enterprises: Diversifying revenue streams through corporate social responsibility

2017 ◽  
Author(s):  
◽  
Kamila Jambulatova
Keyword(s):  
Focus Group ◽  
Social Enterprise ◽  
Business Models ◽  
Group Analysis ◽  
Social Enterprises ◽  
Editorial Content ◽  
Social Good ◽  
The Social ◽  
Revenue Streams ◽  
Corporate Social

This qualitative study examined how feminist online publications can adopt social enterprise business models. The focus group analysis of the audiences of Refinery29, Bustle, HelloGiggles, and Jezebel first explored the audience's outlook on the commodification of feminism. The focus group also considered plausible ways of adopting social enterprise initiatives to diversify revenue streams of these publications, continue promoting gender equality, and to better establish the images of the publications. During four focus groups, twenty total participants shared a variety of feedback, including their opinions on the commodification of the feminist movement and the commodification of editorial content. They talked about how their purchasing decisions are affected by their desire to contribute to the social good. Other themes identified during the study were white feminism, the trivialization of feminist content, and the importance of companies' policies.

scholarly journals APPROACH TO SOCIAL ENTREPRENEURSHIP IN SLOVENIA

2017 ◽  
Vol 5 ◽  
pp. 62-66
Author(s):  
Barbara Bradač Hojnik
Keyword(s):  
European Union ◽  
Social Entrepreneurship ◽  
Social Enterprise ◽  
Social Enterprises ◽  
The European Union ◽  
Member States ◽  
The Social ◽  
Further Development ◽  
Formal Status ◽  
Financial Environment

In this paper, social entrepreneurship as a developing type of entrepreneurship is analyzed. On the level of the European Union (EU), social entrepreneurship is widely supported by different initiatives which aim to develop a suitable legal, administrative, and financial environment for social enterprises, but also allowing member states to regulate them individually. This paper focuses on the social entrepreneurship in Slovenia, where it is strictly shaped by the legislation. Consequently, social enterprises need to meet the legislation’s requirements which hinder their quantity and development. Additionally, the scope of social enterprises is narrowed to those companies that received the formal status of social enterprise. In the paper provided will be the data on social enterprises in Slovenia with some recommendation for further development of the framework for social entrepreneurship in the country.

Creating Social Spaces for Artists

2015 ◽  
Author(s):  
Daniel B. Cornfield
Keyword(s):  
Cultural Capital ◽  
Social Enterprise ◽  
Turning Points ◽  
Career Pathways ◽  
Social Enterprises ◽  
Social Entrepreneur ◽  
Social Entrepreneurs ◽  
Social And Cultural Capital ◽  
The Social ◽  
The Impact

This chapter considers the pathways to becoming an artistic social entrepreneur. Previous research on social entrepreneurs has emphasized the impact of one's stock of human, social, and cultural capital on one's mobilization of requisite resources for launching and sustaining a social enterprise. Less sociological attention has been given to the influence of career-biographical factors, such as family, religion, education, and pivotal career turning points that may inspire and compel one to become a social entrepreneur and to envision and shape one's social enterprise, let alone an artistic social enterprise. The profiles of four artistic social entrepreneurs in this chapter illustrate how their strategic and risk orientations and career pathways shape the social enterprises they envision and influence their assumption and enactment of their roles as artist activists.

Utilization of Online Platforms by Social Entrepreneurs for Social Sustainable Development

2019 ◽  
pp. 75-102
Author(s):  
Anja Herrmann-Fankhänel
Keyword(s):  
Sustainable Development ◽  
Market Orientation ◽  
Social Enterprise ◽  
Resource Dependence ◽  
Social Innovation ◽  
Social Enterprises ◽  
Social Entrepreneurs ◽  
Online Platforms ◽  
The Social ◽  
Start Ups

Socially sustainable development can be driven by individuals, entrepreneurs, growing start-ups, and international companies. As social entrepreneurs, people opt for a form of organization that contributes to social improvement through entrepreneurial means. The question is: How do they do it? The resource dependence approach (RDA) assumes that all decisions and activities of a (social) enterprise are based on information about its environment. Therefore, the four key components of the social enterprise (individual, organization, social innovation, market orientation) must be appropriate. In this chapter, therefore, social enterprises are outlined as active participants and shapers of the economy and society. Since an active improvement with regard to socially sustainable development is focused by the social enterprises in Africa, a description of the social enterprise's environment is also given within the framework of topical focuses. The goal is to derive recommendations about action for social enterprises to achieve their goals.

EDA CapitalConnect

2010 ◽  
pp. 225-249
Author(s):  
Daniel Brett ◽  
Nikias Stefanakis
Keyword(s):  
Social Enterprise ◽  
Information Dissemination ◽  
Social Enterprises ◽  
Microfinance Institutions ◽  
Start Up ◽  
The Social ◽  
Market Perceptions ◽  
Financial Transactions ◽  
Enterprise Community ◽  
Fine Tune

Since its inception in July 2008, EDA CapitalConnect (EDACC) has sought to address inefficiencies in the market for funding to social enterprises worldwide. To tackle these challenges, the company has developed an online platform that allows social enterprises and institutional funders to communicate with one another, initiate financial transactions, and analyze market trends. The platform seeks to increase deal flow and transparency in the social enterprise space by facilitating information dissemination and the exchange of funding offers between capital providers and seekers of all sizes. As the platform develops, the challenges of achieving financial sustainability and scale will require EDACC to continue to fine-tune its services to meet the evolving needs of the social enterprise community. EDACC’s experience in its nascency suggests that technology providers to microfinance institutions and social enterprises – particularly start up organizations – must pay close attention to the behavior of their target users, and modify their services based upon trends in usage and market perceptions.

Sign in / Sign up

Export Citation Format

Share Document