Abstract
Purpose: Social entrepreneurship is receiving a lot of attention considering the circumstances of the times to solve various problems of capitalism. This study aims to analyze the relationship between entrepreneurial marketing, competitive advantage, and sustainability through research on the effectiveness of social entrepreneurship targeting social enterprises. Method: For the purpose of this study, a distribution survey was conducted through a survey method focusing on social enterprises and small businesses, and the 228 copies were used in the final analysis. As analytical methods, the effects of the relevant variables were analyzed using the structural equation model (AMOS). Results: As a result of the research analysis, first, the social orientation factor was presented as a major component in addition to the entrepreneurship elements such as progressiveness,innovation, and risk tolerance as sub-factors of social entrepreneurship. Second, it was confirmed that social entrepreneurship has a positive effect on entrepreneurial marketing. Third, entrepreneurial marketing has been proven to have significant positive results on a company's competitive advantage and sustainability. Conclusion: Based on these research results, we suggest that social entrepreneurship is an important antecedent factor that increases a company's competitive advantage and sustainability.
Published Version
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