Marketing for Social Entrepreneurship

Abstract

Social entrepreneurship has been motivated by the reality that conventional for profit organisations did not have the capacity to address social challenges endemic to society. Further to this the notion of pairing social goals and entrepreneurship is paradoxical in nature. This chapter therefore presents the marketing of social ventures to address social problems. The chapter proposes that this will be done through an in depth understanding of where marketing and social entrepreneurship interact, providing clarity as to what social entrepreneurship is, indicating what is driving social entrepreneurship and developing marketing strategies for social entrepreneurship from the knowledge shared by various writers in the disciplines of entrepreneurship and marketing. Through a critical analysis of the writings of the various researchers the chapter offers a tactical tool to market social ventures and ultimately provide social improvement.