Designing a marketing model based on entrepreneurship attributes

This study compared the entrepreneurial attributes of organic and non-organic booth managers working in a Fruit, Vegetables and Agricultural Products Organization (FVAO). It investigates whether brokers are driven to apply alternative marketing approaches by social entrepreneurship or business entrepreneurship attributes. The results indicate the following: 1) the booth managers can be categorised as either commercial or social entrepreneurs; 2) commercial entrepreneurs (those selling non-organic products) are oriented toward conventional marketing and are less concerned about consumers and community health and more concerned with profit maximisation and rapid growth; 3) social entrepreneurs (those selling organic products) are oriented toward alternative marketing approaches and are less concerned about profits and more concerned about consumer relationships and long-term survival. Finally, several suggestions are made based on these results.