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Marketing in the social enterprise context: is it entrepreneurial?

Marketing in the social enterprise context: is it entrepreneurial? This paper presents some of the findings to emerge from a qualitative study of social enterprise in the UK. The findings discussed in this paper refer to the marketing activities of social enterprises and consider the extent to which these can be described as “entrepreneurial”. This discussion suggests that while social enterprises do engage in entrepreneurial marketing, the local embeddedness of their activities, their not‐for‐profit orientation and challenges posed by social exclusion impact on their marketing activities. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

Marketing in the social enterprise context: is it entrepreneurial?

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1352-2752
DOI
10.1108/13522750410540209
Publisher site
See Article on Publisher Site

Abstract

This paper presents some of the findings to emerge from a qualitative study of social enterprise in the UK. The findings discussed in this paper refer to the marketing activities of social enterprises and consider the extent to which these can be described as “entrepreneurial”. This discussion suggests that while social enterprises do engage in entrepreneurial marketing, the local embeddedness of their activities, their not‐for‐profit orientation and challenges posed by social exclusion impact on their marketing activities.

Journal

Qualitative Market Research: An International JournalEmerald Publishing

Published: Sep 1, 2004

Keywords: Entrepreneurialism; Marketing; Quality; Research; Social environment

References