战略营销方法对社会企业的影响

IF 3.6 3区 管理学 Q2 BUSINESS
L. Nascimento, F. Steinbruch, D. Oliveira, Júlio César da Costa Júnior, Fernando Bins Luce
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引用次数: 0

摘要

由于社会企业与社会价值创造的相关性,市场营销增加了对这些混合组织的关注。然而,战略营销如何提高企业绩效尚无共识。因此,本文旨在讨论商业,社会和社会战略营销方法如何与补偿性和变革性社会企业家精神范围相关,以提高企业绩效。这篇论文是概念性的。我们举行讨论并提出反思,以推进市场营销和社会创业领域的知识,更准确地说,是通过将两者交织在一起。我们开发了一个概念模型,以适应三种战略营销方法,以补偿和变革性企业。我们认为,中小企业有三种类型的绩效:商业绩效、社会绩效和社会绩效。社会和商业战略营销对于中小企业弥补地方资本主义的失败至关重要。社会和商业战略营销对于专注于改变全球系统的变革行动的中小企业至关重要。这种关系可以利用社会影响,我们将其概念化为补偿性或变革性。该模型有助于改善社会企业家中营销人员和企业家的战略营销决策。创意/价值我们建议将战略营销分解为三种方法:商业,社会和社会,这构成了该领域的新颖性。这有助于管理在地方或国际层面采取不同行动和表现的私营企业。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Strategic marketing approaches impact on social enterprises
PurposeDue to social enterprises' (SEs) relevance to social value creation, marketing increases its attention to these hybrid organizations. However, there is no consensus on how strategic marketing can improve SE performance. Thus, this paper aims to discuss how commercial, social and societal strategic marketing approaches relate to compensatory and transformative social entrepreneurship scopes to improve SE performance.Design/methodology/approachThis paper is conceptual. We hold discussions and raise reflections to advance knowledge on both marketing and social entrepreneurship fields, more precisely by intertwining them.FindingsWe develop a conceptual model for adapting three strategic marketing approaches to compensatory and transformative SEs. We argue that SEs have three types of performances: commercial, social and societal. Social and commercial strategic marketing are essential for SEs acting in compensating local failures of capitalism. Societal and commercial strategic marketing are essential for SEs focused on transformative actions to changing global system. Such relations can leverage social impact, which we conceptualize as compensatory or transformative.Practical implicationsThe model contributes to improvements on strategic marketing decisions by marketers and entrepreneurs in social entrepreneurship.Originality/valueWe propose a decomposition of strategic marketing into three approaches: commercial, social and societal, which constitutes a novelty to the field. This can facilitate management of SEs with different actions and performances, whether at local or international levels.
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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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