Marketing social missions—adopting social marketing for social entrepreneurship? A conceptual analysis and case study

• In aiming for voluntary behavioral change, social marketing may be particularly attractive for social entrepreneurs, but conversely, they may not have the resources or knowledge for conducting full-blown social marketing campaigns. In response to the growing importance and role of social entrepreneurship in tackling social problems and the lack of research concerning how social marketing may play a role in such organizations, the purpose of this paper is to develop a deeper conceptual understanding of how social marketing may be of use to social entrepreneurial organizations. The research reports on a case analysis of One Drop and its Aqua expo and the utilization of social marketing in pursuit of its goal to achieve water conservation in the Northern Hemisphere. The research shows the adoption of elements of social marketing but not a conscious adoption of social marketing as a strategy.

Copyright © 2012 John Wiley & Sons, Ltd.     

市场营销专业创业教育的实施

文章从社会需求分析出发,明确创业教育的必要性,并根据工作经验,提出开展市场营销专业创业教育的思路。     

Sport-based entrepreneurship: towards a new theory of entrepreneurship and sport management

The entrepreneurship and sport management disciplines have grown significantly in the past decade. Sport is an entrepreneurial process as innovation and change are key elements of sport. The aim of this paper is to develop a theory of entrepreneurship in sports management by investigating the relationship between entrepreneurship and sport. The rapidly growing and developing sport marketing discipline provides a basis in which to understand how entrepreneurship occurs through innovation, proactiveness and risk taking activities. This paper discusses the connection between the entrepreneurship and sports management fields and argues that there needs to be more integration with the two fields of study and traditional entrepreneurship theory. A theory of sport-based entrepreneurship is developed and different types of entrepreneurship that occur in sports management are examined. Suggestions for future research and implications for practitioners are discussed.     

Using creativity to achieve an entrepreneurial future for arts marketing

• The marketing concept fails to explain marketing behaviour of small firms. Similar comments are now being made of large firms. This gap between theory and practice is even more significant in non-profit and arts organisations where sector specific philosophies often determine how marketing is embraced, with its underlying notions of the customer and profitability. Many of these organisations must overcome severe resource constraints by thinking creatively. This paper investigates the relationship between art, marketing, entrepreneurship and creativity in order to reach a clearer understanding of how creativity can assist both the arts organisation and those involved in researching the sector. There have been increasing calls within the academic marketing community to instil a creative philosophy within the research process. This call has not resulted in much research on the phenomenon within marketing, and certainly not from a nonprofit perspective. This paper discusses creativity as a concept drawing on a diverse range of literatures outside the management discipline. The link between creativity, marketing, entrepreneurship and art is analysed. Justification of the incorporation of creativity in the research process is presented for practitioners and theorists in marketing and the arts, so that they can learn from each others' disciplines. Implications for future research are presented, where creativity is viewed as the centre of a non-linear, free thinking understanding of artistic truth.

Copyright © 2005 John Wiley & Sons, Ltd.     

Sustainable entrepreneurship and sustainability innovation: categories and interactions

The purpose of this paper is to propose a framework to position sustainable entrepreneurship in relation to sustainability innovation. The framework builds on a typology of sustainable entrepreneurship, develops it by including social and institutional entrepreneurship, i.e. the application of the entrepreneurial approach towards meeting societal goals and towards changing market contexts, and relates it to sustainability innovation. The framework provides a reference for managers to introduce sustainability innovation and to pursue sustainable entrepreneurship. Methodologically, the paper develops an approach of qualitative measurement of sustainable entrepreneurship and how to assess the position of a company in a classification matrix. The degree of environmental or social responsibility orientation in the company is assessed on the basis of environmental and social goals and policies, the organization of environmental and social management in the company and the communication of environmental and social issues. The market impact of the company is measured on the basis of market share, sales growth and reactions of competitors. The paper finds conditions under which sustainable entrepreneurship and sustainability innovation emerge spontaneously. The research has implications for theory and practitioners in that it clarifies which firms are most likely under specific conditions to make moves towards sustainability innovation. The paper makes a contribution in showing that extant research needs to be expanded with regard to motivations for innovation and that earlier models of sustainable entrepreneurship need to be refined. Copyright © 2010 John Wiley & Sons, Ltd and ERP Environment.     

The effects of internal locus of control on entrepreneurship: the mediating mechanisms of social capital and human capital

This paper proposes the research framework that locus of control enhances entrepreneurship through the mediating mechanisms of increased social capital in interpersonal networks and improved human capital in personal development. We adopted structural equation modeling to examine the research hypothesis. The research participants comprised managers from 14 enterprises in China; a total of 1002 valid questionnaires were collected. The results revealed that social and human capital mediate the effect that internal locus of control exerts on entrepreneurship. This study provides the following research contributions: first, the findings address the gaps in previous studies regarding the effect that a single dimension (i.e. personality traits) produces on entrepreneurship. Second, by employing the social exchange and human capital theories, we integrated interpersonal and individual perspectives into the research framework to explore factors affecting entrepreneurship, identifying that social and human capital are key-mediating mechanisms through which locus of control influences entrepreneurship.     

Theories of economic and social exchange in entrepreneurial partnerships: an agenda for future research

Entrepreneurship research tends to focus on individuals and their actions. However, some entrepreneurial activities are borne and maintained through the efforts of several parties in entrepreneurial partnerships such as franchisor-franchisee relationships. Due to their very nature, these partnerships include economic and social exchanges. Such exchanges received limited attention in entrepreneurship literature. To address this omission, this study first delves into the theories of economic and social exchange to illuminate their relevance for entrepreneurial partnerships. Next, this paper puts forward an agenda for future research agenda based on the tenets of interdependent reciprocal exchange in entrepreneurial partnerships. This research effort has a potential to spur future studies on the use reciprocity in other areas of entrepreneurship such as social entrepreneurship and international entrepreneurship.     

Critical social marketing – The impact of alcohol marketing on youth drinking: Qualitative findings

• This paper presents findings from exploratory qualitative research as part of a critical social marketing study examining the impact of alcohol marketing communications on youth drinking. The findings from stakeholder interviews (regulators and marketers) suggest that some alcohol marketing might target young people, and that marketers are cognisant of growing concern at alcohol issues, including control of alcohol marketing. Focus groups with young people (aged 13–15 years) revealed a sophisticated level of awareness of, and involvement in, alcohol marketing across several channels. It was found that some marketing activities featured content that could appeal to young people and appeared to influence their, well‐developed, brand attitudes. The research demonstrates the utility of taking a critical social marketing approach when examining the impact of alcohol marketing. The implications of these findings for research, regulation and policy around alcohol marketing are also examined. The contribution that studies such as this make to the debate around marketing principles and practice, and to social marketing, is also discussed.

Copyright © 2009 John Wiley & Sons, Ltd.     

Marketing and organisational development in e-SMEs: understanding survival and sustainability in growth-oriented and comfort-zone pure-play enterprises in the fashion retail industry

Following calls to explore organisational development in a fashion retail marketing context this paper conceptualises and explains how 14 fashion retailers operating purely online have developed their enterprises via a six-stage approach, through which they moved at various speeds, either in a linear sequence or concurrently. Effective strategies to secure sustainability for comfort-zone and growth-oriented enterprises are identified, including the development of online portfolios which acknowledges the presence of habitual entrepreneurship in fashion electronic retailing. This paper represents the first in-depth multiple case study into independent, successful pure-players marketing clothing, footwear and accessories categories online. A qualitative case approach is employed from a social constructionist perspective. Rich data is generated via in-depth interviews with owner-managers. Results are developed through thematic qualitative analysis and theoretical contributions are based on data saturation across cases and fashion categories, thus offering strong horizontal and vertical credibility. Findings stress the role of developing internet-technology competencies, strategic marketing and service capabilities in the quest for successful e-retailing in pure-play enterprises, alongside overseas market development and demonstrate an emphasis on planning for the small firm. The current findings therefore differentiate this group of enterprises from the majority of small firms accused of poor technology utilisation/competency, lack of planning and weak marketing. The paper provides strong understanding of the complexities of organisational development in pure-play retailing. That these firms have navigated the recent recession and that many have survived online for over 10?years emphasises the importance of the strategic directions explained in this paper to the marketing/entrepreneurship interface.     

On the boundaries of social entrepreneurship: a review of relationships with related research domains

Social entrepreneurship represents a unique and distinctive domain within the broader discipline of entrepreneurship research. The sub-field of social entrepreneurship also shares many commonalities with various sub-fields of larger fields of research such as corporate social responsibility, base of pyramid, non-profit management, social innovation, and impact investing. Understanding the boundaries of social entrepreneurship as well as its relations to these other areas of research is increasingly important as these sub-fields continue to evolve. We provide a clear and concise delineation of social entrepreneurship as a research domain to aid future researchers attempting to understand how social entrepreneurship connects to these other streams of research. Finally, we conclude by outlining research questions that exist at the boundaries of social entrepreneurship and these related sub-fields of research.     

The language of social entrepreneurs

This paper questions the application of the entrepreneurship discourse to social entrepreneurship in the UK and looks at how people ‘doing’ social enterprise appropriate or re-write the discourse to articulate their own realities. Drawing on phenomenological enquiry and discourse analysis, the study analyses the micro discourses of social entrepreneurs, as opposed to the meta rhetorics of (social) entrepreneurship. Analysis using both corpus linguistics software and Critical Discourse Analysis showed a preoccupation among interviewees with local issues, collective action, geographical community and local power struggles. Echoes of the enterprise discourse are evident but couched in linguistic devices that suggest a modified social construction of entrepreneurship, in which interviewees draw their legitimacy from a local or social morality. These findings are at odds ideologically with the discursive shifts of UK social enterprise policy over the last decade, in which a managerially defined rhetoric of enterprise is used to promote efficiency, business discipline and financial independence. The paper raises critical awareness of the tension in meanings appropriated to the enterprise discourse by social enterprise policy and practice and illustrates the value of discourse analysis for entrepreneurship and social entrepreneurship research.     

Examining company experiences of a UK cause‐related marketing campaign

The primary aim of the research was to examine commercial organisations' perceptions of the benefits of cause‐related marketing and the extent to which these benefits were achieved through their involvement with a UK cause‐related marketing campaign. The study also explored companies' views on the management of relationships between the profit and nonprofit organisations involved in a cause‐related marketing partnership. The research was conducted with companies involved in the cause‐related marketing campaign of one UK charity. Analysis of the data, gathered by means of a postal questionnaire, revealed that the benefits of cause‐related marketing perceived to be the most important in this context were increasing press coverage and raising brand awareness. Other important benefits included the opportunity to demonstrate social responsibility and enhance corporate reputation as well as building customer loyalty and increasing sales. Benefits achieved through participation in the cause‐related marketing campaign were limited to improved corporate reputation and social responsibility and press coverage. Recommendations for improved management of the partnership heavily emphasised joint planning processes, at the strategic and implementation levels. Copyright © 2003 Henry Stewart Publications     

Beyond the “ivory tower”. Comparing academic and non-academic knowledge on social entrepreneurship

The increasing relevance of societal challenges has recently brought social entrepreneurship to the fore due to its capacity to leverage entrepreneurial processes to achieve social value while ensuring profits. In this study, we apply an experimental research method to analyse the concept of social entrepreneurship comprehensively. More specifically, we develop bibliometric analysis and web crawling techniques to gather information related to social entrepreneurship from Scopus and Wikipedia. We conduct a comparative network analysis of social entrepreneurship’s conceptual structure at academic and non-academic levels. This analysis has been performed considering scientific articles’ keywords and Wikipedia webpages’ co-occurrences, enabling us to identify four different thematic clusters in both cases. Moreover, plotting the centrality and density of each cluster on a bi-dimensional matrix, we have sketched a strategic diagram and provided the thematic evolution of this research topic, based on the level of interaction among clusters, and the degree of cohesion of keywords in each cluster. This paper represents one of the first attempts in the entrepreneurship literature to shed light on the conceptual boundaries of a research topic based on the analysis of both a scientific and an open-source knowledge database. Our results reveal similarities and discrepancies between those two different sources of knowledge, and outline avenues for future studies at the intersection between social entrepreneurship and the research domains of digital transformation, performance measurement, entrepreneurial ecosystems, and ethics. We also call for a further conceptualisation of social entrepreneurship in the face of the increasing complexity that characterises grand challenges.

     

The state of #digitalentrepreneurship: a big data Leximancer analysis of social media activity

This paper examined online sentiment, key themes and patterns evident in social media activity about digital entrepreneurship. It provides a snapshot-in-time, visual-first perspective on social media user-generated-content (UGC) to better understand the topic of digital entrepreneurship. Global data consisting of 31,017 publicly available UGC which used the #digitalentrepreneurship (hashtag) and the keywords ‘digital entrepreneurship’ were collected. A computer assisted qualitative data analysis software (CAQDAS), Leximancer, was used for an automated text-mining analysis. There is positive online sentiment surrounding digital entrepreneurship technology, ecosystem and industry, and one which promotes women transformation of digital entrepreneurship globally. Negative sentiment pointed out that future development and support of youth in digital entrepreneurship is needed. Digital entrepreneurs were identified as needing to focus on strategy, leadership, management, and social media platforms. A comprehensive perspective on the state of digital entrepreneurship in online UGC is provided. Insights into the challenges, issues, changes, success stories and key topics in digital entrepreneurship are highlighted. Future research is encouraged to adopt longitudinal and quantitative approaches, to provide further insights into the evolution of digital entrepreneurship. The paper contributes to the entrepreneurship literature by applying the Social Exchange Theory and the Social Media User Engagement Framework to better understand social media activity around digital entrepreneurship. The findings show that there are real challenges and issues to overcome but there are also changes occurring in digital entrepreneurship and social media users are keen to share and learn from digital entrepreneurship success stories.

     

Sustainable Entrepreneurship and B Corps

Sustainable entrepreneurship contributes to solving social and environmental problems through the means of successful for‐profit businesses. This paper contributes to understanding how sustainable entrepreneurship is implemented by exploring an emerging new form of business, ‘B Corps’, that employs market tactics to address social and environmental issues. Through interviewing 14 B Corps, the exploratory research study found that B Corps treat profit as a means to achieve positive societal ends, they regard the B Corp model as a tool for change, the B Corp model provides a common collective identity for internal and external validation, they are focused on societal impact rather than maximizing profits and they attempt to legitimate this form of sustainable entrepreneurship by influencing the business community and government officials. Copyright © 2016 John Wiley & Sons, Ltd and ERP Environment     

Historicizing the ‘ethnic’ in ethnic entrepreneurship: The case of the ethnic Chinese in Bangkok

This paper aims to come to a better understanding of the meaning of ‘ethnic’ in ethnic entrepreneurship for second- and third-generation ethnic Chinese entrepreneurs in Bangkok, Thailand. Research on ethnic Chinese entrepreneurship in Southeast Asia typically investigates the dominance, attributed to specific ‘Chinese’ cultural values and strong intra-ethnic networks, of the ethnic Chinese in business and entrepreneurship. Our research among second- and third-generations shows an inclination of the interviewees to emphasize the irrelevance of their ‘ethnic’ Chinese background in entrepreneurship. To understand the meanings of the expressed irrelevance, we argue that it is constructive to incorporate a historical/generational approach of the ethnic group (migration history, nationalism) and of the business (social organization) into the study of ethnic entrepreneurship. The contribution to ethnic entrepreneurship research is threefold. Firstly, we show how a generational lens provides a more nuanced understanding of the ‘ethnic’ in ethnic entrepreneurship. Secondly, we show how incorporating the historical context helps to position business conduct in the social/societal experiences of entrepreneurs. Finally, our case study of ethnic Chinese entrepreneurs in Thailand brings an Asian perspective to ethnic entrepreneurship debates that generally concern European and North American research studies and thus hopes to inspire future comparative research.     

Theory and history in marketing

This article presents a theoretical foundation for marketing based on the ideas of the Austrian school of economists. After a discussion of the methodological foundations of Austrian economics, which reject the statistical and experimental methods of the physical sciences as the means to verify theory in the social sciences, the article presents the Austrians' principle of methodological individualism, which provides the basis for a theory of entrepreneurship and marketing.     

Measuring social entrepreneurship and social value with leakage. Definition,analysis and policies for the hospitality industry

The aim is to analyze, define and examine the connections between social entrepreneurship and the generation of social value, considering the concept of leakage as a measure of social value creation and distribution for the hospitality industry. The paper also proposes an exploratory-theoretical framework of policies to promote social entrepreneurship in hospitality, reduce leakage, and increase the generation of social value. Firstly, the paper concentrates on the figure of the social entrepreneur as a promoter of social value creation. Secondly, it analyzes social value creation in hospitality and its measurement. Then, the article studies and presents leakage as an instrument to monitor social value created by social entrepreneurship in hospitality. Finally, the paper proposes a wide framework of policies to enhance social value creation in hospitality, through the reduction of leakage and reinforcement of social entrepreneurship. Leakage is a useful indicator to monitor social value creation in the hospitality industry. The reduction of leakage can gauge the success of policies promoting social entrepreneurship activities which improve social value creation for the host society. The paper proposes proper and idiosyncratic measures of social value creation in hospitality. It also provides a mechanism to measure the effectiveness of the actions designed to generate social entrepreneurship and social value, at a destination and also at firm or hotel level. A complete framework of actions and policies addressed to increase social entrepreneurship and social value is also proposed.     

Telling their own stories: Māori entrepreneurship in the mainstream screen industry

We examined how factors from Indigenous entrepreneurship research (social capital, cultural capital, self-efficacy) help explain the high level of Māori entrepreneurial performance in the mainstream screen industry. Results, based on ten case studies and a one-year series of structured interviews, extend prior research by showing that these Indigenous entrepreneurs benefit jointly from two forms of capital: cultural and social. We found high levels of both forms to increase the desire for emancipation of cultural and community identity – not just individual identity – through entrepreneurship. Self-efficacy and storytelling helped ameliorate discontinuities across Indigenous and mainstream contexts. Our research sheds new light on how Indigenous ventures can pursue mainstream entrepreneurship while maintaining cultural identity. It also makes several distinct contributions to the Indigenous entrepreneurship literature. First, it provides an integrative theoretic review. Second, it illustrates a culturally appropriate methodology for researching Māori entrepreneurs with implications for other Indigenous communities. Third, it proposes cultural capital and social capital as a two-part framework for explaining Indigenous entrepreneurial action. Fourth, it shows how entrepreneurship can be empowering for Indigenous communities. Finally, our paper demonstrates that entrepreneurship is a promising mechanism for preserving and promoting the cultures of Māori and other Indigenous peoples.     

基于引领视角下高职院校创业教育内涵的研究

高等学校实施创业教育试点工作以来,取得了一些研究成果和实践经验,同时也给研究高职院校创业教育内涵带来更大的空间。本文通过梳理资料、调查研究认为,我国经济和社会发展处于重要转型期,高职院校的创业教育应该紧密结合新形势下的人才战略进行一些基本理论研究,提出并界定了高职院校创业教育内涵的定义,以期引导高职院校创业教育找到更为清晰的工作目标。