Application of Social Marketing in Social Entrepreneurship

Singh, Archana; Saini, Gordhan K.; Majumdar, Satyajit

doi:10.1177/1524500415595208

Cited by 25 publications

(22 citation statements)

References 58 publications

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“…The current review finds that the phenomenon of EM has mostly been investigated in developed countries (nearly 77% of times) where the macroeconomic indicators are mostly stable, and the business environment is generally favorable. On the other hand, the developing countries where the economic indicators are unstable (Hameed et al, 2017), due to which, businesses in these countries face greater challenges (Singh et al, 2015), have received less attention (nearly 23% of times) from the EM researchers so far. Based on the classification of developed and developing economies by the United Nations (2019), Figure 2 below illustrates the gap in the geographical context studied.…”

Section: Gap 4: Industry and Geographical Contextmentioning

confidence: 99%

“…The review has also found that scholars have paid much attention to the developed economies, whereas the developing countries were rarely studied for the exploration of the EM phenomenon. The developing countries often face more economic and social challenges making the business environment more uncertain with greater risk, as compared to the developed countries (Singh et al, 2015). These uncertain conditions make the entrepreneurs opt for EM more because it is highly suitable at such times (Becherer & Helms 2016).…”

Section: Future Researchmentioning

confidence: 99%

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Entrepreneurial Marketing Theory: Current Developments and Future Research Agenda

Amjad

Rani

Sa'atar

2020

SJOM

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Purpose- Entrepreneurial Marketing (EM) research has progressed rapidly over the last decade due to its effectiveness in highly competitive markets and uncertain conditions. However, the theory development in the EM domain is inadequate as yet. Due to this, the higher education institutions are also using outdated curricula to teach EM, as the new theories contribute towards the development of curricula. Thus, to assist in upgrading the EM curricula, we have examined the theory development over the last decade in the domain of EM. Design/Methodology- A systematic and in-depth review and analysis of over a decade’s EM literature has been done. Findings- Five major yet specific gaps are identified, and accordingly, we have proposed future research directions.

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Section: Gap 4: Industry and Geographical Contextmentioning

confidence: 99%

Section: Future Researchmentioning

confidence: 99%

Entrepreneurial Marketing Theory: Current Developments and Future Research Agenda

Amjad

Rani

Sa'atar

2020

SJOM

View full text Add to dashboard Cite

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“…Entrepreneurial marketing is informal and ad hoc in nature (Franco et al, 2014), therefore, it is practiced more in the developing economies where macroeconomic indicators are unstable (Hameed et al, 2017;Singh, Saini, & Majumdar, 2015) resulting greater challenges for entrepreneurs as compared to the developed economies. On the contrary, entrepreneurial marketing literature has an abundance of studies from developed countries, whereas the studies on developing countries are scant.…”

Section: Introductionmentioning

confidence: 99%

A New Dimension of Entrepreneurial Marketing and Key Challenges: A Case Study from Pakistan

Amjad

Rani

Sa'atar

2020

SJOM

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Purpose- Numerous studies have explored entrepreneurial marketing (EM) activities in the firms that are established for a few years, but the research exploring the EM activities and challenges, particularly during the start-up phase, is scant. To cover this wide gap, the current study explores in-depth the EM activities and EM challenges faced during the start-up phase by a graduate entrepreneur who has exposure to both marketing and entrepreneurship education and practical EM experiences. Design/Methodology- In-depth case study approach has been adopted to study an SME owned and managed successfully by a graduate entrepreneur. Findings- After rigorous data analysis, in addition to the currently known seven EM dimensions, this study has discovered a new EM dimension, i.e., ‘legitimation’. Moreover, the key EM challenges in emerging economies are also identified. Practical Implications- The results have guided future entrepreneurs regarding their investment decisions, and to the entrepreneurship education policymakers regarding pedagogical up-gradation.

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“…2016). In the same manner, there is also a lack of consensus with regards a universal definition of a social enterprise (Singh et al, 2015;Berbegal-Mirabend, et. al.…”

Section: Introductionmentioning

confidence: 99%

Marketing Communications of Latvian Social Enterprises from a Consumer Perspective

2020

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The purpose of this study is twofold - to contribute to the further understanding of social enterprises’ marketing by providing a consumers’ perspective on the content that social enterprises generate in order for them be to be able to better understand their strengths and weaknesses and to establish a reference point with regards the current situation to be able to compare and measure improvement in with regards social enterprise marketing in the future and, if needed, provide fact-based evidence to assist social enterprises in their call for support from public authorities. Among tasks of research are 1) analysis of recent scientific publications associate with social enterprises, their challenges in Europe and in Latvia and specifically with regards social enterprise marketing 2) analysis of online survey, filled out by 329 respondents and conducted by Kristīne Casno in 2019. For data anlysis such quantitative research methods were used as analysis of descriptive statistics (indicators or central tendency or location (arithmetic mean, mode, median), indicators or variability (range, standard deviation and standard error or mean), testing of statistical hypothesis with t-test and analysis or variance - ANOVA. Authors highlight that social enterprise consumers are supportive of social enterprises and their cause and are also interested in the marketing content provided, however, the full potential of word-of-marketing is not used, suggesting that there is significant room for improvement. With regards marketing communication content, social enterprises are most appreciated by consumers for aesthetic and interesting content. On the drawback side – the greatest challenges for social enterprises are to provide content on a regular basis and achieve visibility. Since the comparatively lower evaluations for aforementioned characteristics may be directly associated with lack of financial resources and skills, Authors recommend greater support from Ministry of Welfare of Republic of Latvia for development of support programs with the aim of increasing the marketing skills of social enterprises as well as promoting close win-win cooperation between commercial outdoor, print and online media holders and social enterprises (e.g. in the form of subsidized advertisement spaces while they are not used by commercial clients in return for lower taxes) in order to help social enterprises reach higher visibility.

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Application of Social Marketing in Social Entrepreneurship

Cited by 25 publications

References 58 publications

Entrepreneurial Marketing Theory: Current Developments and Future Research Agenda

Entrepreneurial Marketing Theory: Current Developments and Future Research Agenda

A New Dimension of Entrepreneurial Marketing and Key Challenges: A Case Study from Pakistan

Marketing Communications of Latvian Social Enterprises from a Consumer Perspective

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