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Entrepreneurial marketing: Exploring its place in social enterprises

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  • Cosmas Nwankwo

    (University of KwaZulu Natal, South Africa)

  • Macdonald Kanyangale

    (University of KwaZulu Natal, South Africa)

Abstract

The activities of social enterprises have been neglected despite the efforts of the government, individuals, and other supportive agencies. Much of this neglect could be attributed to the failure to adopt suitable business model/entrepreneurial marketing (EM) models that address the many challenges these enterprises face. This paper aims to evaluate extant literature and models on EM to propose a new and comprehensive model for social enterprises. In this pursuit, a background literature review on EM was conducted in several peer-reviewed journals. Eight core dimensions were adapted from existing models: social innovativeness, social proactiveness, socially calculated risk-taking, social resources leveraging, social customer intensity, social value creation, social market sense, and social alliance. Based on these dimensions, a new and all-inclusive model of SEM is proposed. This paper concludes that applying these EM dimensions to social enterprises would significantly promote innovative and sustainable success. Key Words: Social enterprises; social innovativeness; social proactiveness; social customer intensity; social value creation; social market sensing; social alliance.

Suggested Citation

  • Cosmas Nwankwo & Macdonald Kanyangale, 2023. "Entrepreneurial marketing: Exploring its place in social enterprises," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 12(5), pages 74-85, July.
    • Handle: RePEc:rbs:ijbrss:v:12:y:2023:i:5:p:74-85
    DOI: 10.20525/ijrbs.v12i5.2641
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    References listed on IDEAS

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    1. Gabriel Linton, 2019. "Innovativeness, risk-taking, and proactiveness in startups: a case study and conceptual development," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 9(1), pages 1-21, December.
    2. Cosmas Anayochukwu Nwankwo & MacDonald Kanyangale, 2020. "Deconstructing entrepreneurial marketing dimensions in small and medium-sized enterprises in Nigeria: a literature analysis," International Journal of Entrepreneurial Venturing, Inderscience Enterprises Ltd, vol. 12(3), pages 321-341.
    3. Youn Kue Na & Sungmin Kang & Hye Yeon Jeong, 2019. "The Effect of Market Orientation on Performance of Sharing Economy Business: Focusing on Marketing Innovation and Sustainable Competitive Advantage," Sustainability, MDPI, vol. 11(3), pages 1-19, January.
    4. Nwankwo Cosmas Anayochukwu & Kanyangale Macdonald Isaac, 2019. "Market Orientation and Survival of Small and Medium Enterprises in Nigeria," Foundations of Management, Sciendo, vol. 11(1), pages 291-304, January.
    5. Luís Farinha & João Ferreira & Borges Gouveia, 2016. "Networks of Innovation and Competitiveness: A Triple Helix Case Study," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 7(1), pages 259-275, March.
    6. Mohammad Asgari Ghods, 2019. "Entrepreneurial marketing: the missing link in social enterprise studies," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 9(1), pages 1-12, December.
    7. Anders Lundström & Chunyan Zhou, 2014. "Rethinking Social Entrepreneurship and Social Enterprises: A Three-Dimensional Perspective," International Studies in Entrepreneurship, in: Anders Lundström & Chunyan Zhou & Yvonne von Friedrichs & Elisabeth Sundin (ed.), Social Entrepreneurship, edition 127, chapter 0, pages 71-89, Springer.
    8. Bernard J. Jaworski & Ajay K. Kohli, 2017. "Conducting field-based, discovery-oriented research: lessons from our market orientation research experience," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 4-12, June.
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    Cited by:

    1. NWANKWO Cosmas Anayochukwu & KANYANGALE MacDonald Isaac, 2024. "Achieving Survival of Social Enterprise Through Entrepreneurial Marketing: An Empirical Analysis of Nigeria," Foundations of Management, Sciendo, vol. 16(1), pages 259-272.

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