Social Enterpriser and Entrepreneurial Marketing: Myth or Reality

Research output: Contribution to journalArticle

54 Citations (Scopus)

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.
LanguageEnglish
Pages194-205
Number of pages11
JournalQualitative Market Research: An International Journal
Volume7
Issue number3
DOIs
Publication statusPublished - 2004

Fingerprint

Entrepreneurial marketing
Social marketing
Social enterprise
Marketing activities
Qualitative study
Social exclusion
Embeddedness

Keywords

  • entrepreneurialism
  • marketing
  • quality
  • research
  • social enterprise
  • environment
  • small business

Cite this

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Social Enterpriser and Entrepreneurial Marketing: Myth or Reality. / Shaw, E.

In: Qualitative Market Research: An International Journal, Vol. 7, No. 3, 2004, p. 194-205.

Research output: Contribution to journalArticle

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