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Creating Social Value Through Social Enterprise Marketing: Case Studies from Thailand's Food-Focused Social Entrepreneurs

Author

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  • Sorawadee Srivetbodee
  • Barbara Igel
  • Suthisak Kraisornsuthasinee

Abstract

Marketing not only creates economic value for a social enterprise, it also must create social value. This paper adopts a case research to five Thailand's food social entrepreneurs to examine how a marketing strategy creates social value. The findings revealed that the majority of them addressed a social problem in a marketing strategy to benefit producers and society. Key contributions include proposing and validating a holistic set of propositions of social enterprise marketing with social value generation. Recommendations for social enterprise marketers and policy-makers are also provided so that they can improve a marketing strategy to address social problems.

Suggested Citation

  • Sorawadee Srivetbodee & Barbara Igel & Suthisak Kraisornsuthasinee, 2017. "Creating Social Value Through Social Enterprise Marketing: Case Studies from Thailand's Food-Focused Social Entrepreneurs," Journal of Social Entrepreneurship, Taylor & Francis Journals, vol. 8(2), pages 201-224, May.
    • Handle: RePEc:taf:jsocen:v:8:y:2017:i:2:p:201-224
    DOI: 10.1080/19420676.2017.1371630
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    Cited by:

    1. Chang, Dae Ryun & Kim, Qurie, 2022. "A study on the effects of background film music valence on para-social interaction and consumer attitudes toward social enterprises," Journal of Business Research, Elsevier, vol. 142(C), pages 165-175.
    2. MD Nazmul Islam & Wilson Ozuem & Gordon Bowen & Michelle Willis & Raye Ng, 2021. "An Empirical Investigation and Conceptual Model of Perceptions, Support, and Barriers to Marketing in Social Enterprises in Bangladesh," Sustainability, MDPI, vol. 13(1), pages 1-20, January.
    3. Xiao-Min Yu & Ke Chen & Jin-Tong Liu, 2022. "Exploring How Organizational Capabilities Contribute to the Performance of Social Enterprises: Insights from China," Sustainability, MDPI, vol. 14(7), pages 1-20, April.
    4. James G Ward, 2020. "Journaling to Develop a Study Abroad Course for Business Majors," GATR Journals gjbssr554, Global Academy of Training and Research (GATR) Enterprise.

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