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Marketing in For-profit Social Ventures

Leon, Martin LU and Ignat, Ana-Maria LU (2017) ENTN19 20171
Department of Business Administration
Abstract (Swedish)
This paper explores how marketing is conducted in for-profit social ventures. Knowledge
regarding the for-profit social context is considered rather limited given that it has been
largely marginalized by being associated either to the fully for-profit or solely non-profit
extremes. In that respect, much of the existing literature has not to acknowledge the unique
challenges that a dual mission, such as profit maximization and social impact can represent.
This study employs the lenses of entrepreneurial marketing (EM) in order to facilitate the
understanding of marketing from a broader and more holistic perspective. This approach is
aligned with the paradigm shift on the role of marketing, as suggested by a number of
scholars and by... (More)
This paper explores how marketing is conducted in for-profit social ventures. Knowledge
regarding the for-profit social context is considered rather limited given that it has been
largely marginalized by being associated either to the fully for-profit or solely non-profit
extremes. In that respect, much of the existing literature has not to acknowledge the unique
challenges that a dual mission, such as profit maximization and social impact can represent.
This study employs the lenses of entrepreneurial marketing (EM) in order to facilitate the
understanding of marketing from a broader and more holistic perspective. This approach is
aligned with the paradigm shift on the role of marketing, as suggested by a number of
scholars and by the American Marketing Association (AMA). A qualitative study based on
six cases from the Swedish fashion industry indicate that because of the duality of missions
(profits and social impact) for-profit social ventures encounter a number of tensions that
influence the way marketing is conducted. The findings validate the premise that tensions
arise due to the priority given to the social mission, based on whether the entrepreneur favors
profits over impact or vice versa. A novel contribution of this study suggests that such
phenomenon is not static, but situational. This study also elaborates on the implications on
the way marketing is conducted by expanding on the role, relevance and intensity the EM
dimensions play when conducting marketing in this specific context. Based on the findings,
stakeholder intensity and communication management have been identified as new critical
dimensions, in addition to the ones suggested by previous literature. The relevance of such
dimensions arise because of factors associated with the need for aligning the mission
statement with partners, the role of competition, the creation of intangible value and the need
of educating the customer, among others. Lastly, this study offers implications for
practitioners, by illustrating an innovative approach to the field, which pushes forward the
traditional boundaries associated with marketing. (Less)
Please use this url to cite or link to this publication:
author
Leon, Martin LU and Ignat, Ana-Maria LU
supervisor
organization
alternative title
A study on social entrepreneurship in Sweden
course
ENTN19 20171
year
type
H1 - Master's Degree (One Year)
subject
keywords
For-profit Social Ventures, Marketing, Entrepreneurial Marketing
language
English
id
8914119
date added to LUP
2017-06-14 13:57:57
date last changed
2017-06-14 13:57:57
@misc{8914119,
  abstract     = {This paper explores how marketing is conducted in for-profit social ventures. Knowledge
regarding the for-profit social context is considered rather limited given that it has been
largely marginalized by being associated either to the fully for-profit or solely non-profit
extremes. In that respect, much of the existing literature has not to acknowledge the unique
challenges that a dual mission, such as profit maximization and social impact can represent.
This study employs the lenses of entrepreneurial marketing (EM) in order to facilitate the
understanding of marketing from a broader and more holistic perspective. This approach is
aligned with the paradigm shift on the role of marketing, as suggested by a number of
scholars and by the American Marketing Association (AMA). A qualitative study based on
six cases from the Swedish fashion industry indicate that because of the duality of missions
(profits and social impact) for-profit social ventures encounter a number of tensions that
influence the way marketing is conducted. The findings validate the premise that tensions
arise due to the priority given to the social mission, based on whether the entrepreneur favors
profits over impact or vice versa. A novel contribution of this study suggests that such
phenomenon is not static, but situational. This study also elaborates on the implications on
the way marketing is conducted by expanding on the role, relevance and intensity the EM
dimensions play when conducting marketing in this specific context. Based on the findings,
stakeholder intensity and communication management have been identified as new critical
dimensions, in addition to the ones suggested by previous literature. The relevance of such
dimensions arise because of factors associated with the need for aligning the mission
statement with partners, the role of competition, the creation of intangible value and the need
of educating the customer, among others. Lastly, this study offers implications for
practitioners, by illustrating an innovative approach to the field, which pushes forward the
traditional boundaries associated with marketing.},
  author       = {Leon, Martin and Ignat, Ana-Maria},
  keyword      = {For-profit Social Ventures,Marketing,Entrepreneurial Marketing},
  language     = {eng},
  note         = {Student Paper},
  title        = {Marketing in For-profit Social Ventures},
  year         = {2017},
}