Marketing Strategy in Social Enterprises: An Exploratory Study

Abstract

Due to increasing emergence of social needs and problems throughout the world, accompanied by reduced government ability to provide the funding necessary to effectively combat these problems, it is expected that social enterprises will grow in number and importance. Because of this growing importance and the lack of research concerning marketing practices in such organizations, the purpose of this thesis is to develop a deeper understanding of both marketing in social enterprises and the context in social enterprises that has the potential to affect the marketing strategies employed in such organizations. Based upon this enhanced understanding, I develop and propose a model of marketing strategy in social enterprises. To develop this enhanced understanding and model, I conducted empirical qualitative research consisting of a comparative study of fifteen cases of social enterprises. Results show that four major dualities represent the critical context of social enterprises that influence the marketing strategies employed. Marketing is viewed as important by these enterprises and the strategies employed are quite well developed in the areas of market research, product quality, branding, and promotion.