Selling Good: The Big Picture of Marketing for Social Enterprises

Rasmussen, Wiebke

doi:10.1007/978-3-8349-7093-0_7

Cited by 3 publications

(1 citation statement)

References 17 publications

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“…The positive direct effect of marketing capability on social innovation and the indirect effect on social value creation lend credence to the importance of defining and integrating marketing processes, activities, and skills into business strategies. Although marketing capabilities need to respond to the social mission and financial sustainability [99], they previously faced the challenge of being useful for the implementation of novel solutions (with creativity and invention) to social problems. At the same time, many social enterprises need to learn to capitalize their efforts in economic value to obtain returns in a competitive environment and develop future competitive advantages [100].…”

Section: Discussionmentioning

confidence: 99%

The Influence of Marketing Capability in Mexican Social Enterprises

Cavazos‐Arroyo

Puente‐Díaz

2019

Sustainability

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Social enterprises need to develop processes that create social value to solve social problems. The purpose of this investigation was to examine the effect of marketing capability on social innovation and its effect on social and economic value creation, while controlling for firm size among social enterprises in Mexico. An explanatory and cross-sectional design was used to test the hypotheses: 118 social business managers were interviewed and structural equation modeling was used to test our research hypotheses. The results supported our proposition that marketing capability influenced social innovation, which then had a positive influence on social, though not on economic value creation. An indirect effect from marketing capability to social value was also found. This study validated the relevance of defining and entailing marketing capabilities with social innovation strategies and their effect on the social value of social enterprises. This paper contributes to a better understanding of marketing capability and its effects on social innovation in social enterprises. In addition, it shows social innovation to be a robust predictor of social value, with important implications for social and economic sustainability.

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Section: Discussionmentioning

confidence: 99%

The Influence of Marketing Capability in Mexican Social Enterprises

Cavazos‐Arroyo

Puente‐Díaz

2019

Sustainability

View full text Add to dashboard Cite

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Creating Social Value Through Social Enterprise Marketing: Case Studies from Thailand's Food-Focused Social Entrepreneurs

Srivetbodee

Igel

Kraisornsuthasinee

2017

Journal of Social Entrepreneurship

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Fashionable altruism: the marketing of fashion-based social enterprise

Hewitt,

Parker,

McQuilten

et al. 2024

SEJ

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Purpose This paper aims to understand how fashion-based social enterprises (FSEs) navigate the marketing communications of fashion products alongside those of their social mission. The authors use the theoretical lens of Consumer culture theory, Collin Campbell’s “Romantic ethic” and the work of Eva Illouz to explore how FSEs weave the emotional appeals of fashion consumption with those of contributing to a greater social cause. The melding of these theoretical approaches to consumer behaviour enables a thorough analysis of FSE marketing strategies. Design/methodology/approach Semi-structured in-depth interviews were conducted with 16 founders, marketing directors and managers of FSEs. Open-ended questions were used, and key themes were established through inductive analysis. Findings The findings show that FSEs use a form of brand storytelling in their marketing communications; they view their social mission as a unique selling point; FSEs could further incorporate product quality/aesthetic value into brand storytelling; and they could sharpen brand storytelling by further engaging with the positive emotional responses they elicit from consumers. Originality/value This research has both theoretical and practical implications in that FSEs that focus on explicit altruistic messaging at the expense of aesthetic hedonism may limit their appeal to mainstream fashion consumers. Accordingly, a promising approach may be to effectively incorporate and link the positive emotional responses of both altruistic and aesthetic value. This approach could similarly apply to other areas of social enterprise retail marketing, particularly for those seeking to attract consumers beyond ethical shoppers.

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Selling Good: The Big Picture of Marketing for Social Enterprises

Cited by 3 publications

References 17 publications

The Influence of Marketing Capability in Mexican Social Enterprises

The Influence of Marketing Capability in Mexican Social Enterprises

Creating Social Value Through Social Enterprise Marketing: Case Studies from Thailand's Food-Focused Social Entrepreneurs

Fashionable altruism: the marketing of fashion-based social enterprise

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