Background: Social entrepreneurship is a phenomenon gaining increased attention from academia and business society. Social enterprises have a duality of social change and business logic, which aims to reach a social mission while offering a commodity. For the commodity to benefit the social mission, multiple targets groups are needed. This deserves a well-planned marketing strategy, however social entrepreneurs have scarce resources to conduct marketing in the best possible way. For these reasons, there is a need for further investigating on social entrepreneurship and marketing. Purpose: This thesis aims to investigate how the duality in social enterprises coexists in marketing strategies. Additionally, we will address how and why social enterprises prioritize the duality in marketing strategies, and what consequences it carries. Method: A qualitative research approach has been chosen, consisting of a multiple case study of four Swedish social enterprises. Data was collected through in-depth interviews and an observation, and analyzed through a cross-case comparison. Conclusion: It can be concluded that duality coexist and is obvious in a social enterprise setting. A social enterprise’s marketing strategy has to balance the duality, since business logic is essential to achieve social change. Values reflect how the duality is prioritized in marketing strategies. Marketing the duality is done with different purposes; awareness creation and promotion. If marketing is done with transparency and clearness, a social enterprise can be financially stable and enhance their social good, which can positively affect all stakeholders.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-21326 |
| Date | January 2013 |
| Creators | Ljunggren, Rebecca, Olin, Elisabet |
| Publisher | Högskolan i Jönköping, Internationella Handelshögskolan, Högskolan i Jönköping, Internationella Handelshögskolan |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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