Deepening Insights Into Social Entrepreneurship by Leveraging Service-Dominant Logic

Social entrepreneurs operate in highly complex social and institutional environments where dual economic and social missions create paradoxes, conflicts, and challenges. To achieve their goals, social entrepreneurs are frequently dependent on the resources and engagement of numerous other actors as diverse as funders, policymakers, accelerators, investors, volunteers, universities, supply chain partners, NGOs, and of course, customers and beneficiaries. To understand these complexities, a holistic and systemic perspective is required. In response, this study leverages the service-dominant (S-D) logic of marketing to offer a path to deepening insights in social entrepreneurship research. Specifically, the paper draws on four key concepts related to S-D logic that offer interesting avenues for future research: (1) service ecosystems, (2) value co-creation, (3) institutions and institutional arrangements, and (4) actor engagement. To enrich the conceptual arguments, illustrations are provided using the Melbourne-based social entrepreneurial collective, Moving Feast. The collective emerged during the COVID-19 pandemic and involved numerous social enterprise organisations, support organisations, funders, and community organisations. The paper concludes with a set of future research avenues.