A Study on Linkage between Corporate Social Entrepreneurship and Brand Building

Deepak Jaroliya Dr Pragya Jaroliya

doi:10.17762/pae.v58i2.2978

Abstract

Nowadays Corporates are more focused on practicing social entrepreneurship and hence have diverted their business goals towards exercising Corporate Social Entrepreneurship (CSE), derived from the wider concept of Corporate Social Responsibility (CSR), as a strategy to address social problems majorly like Poverty, Unemployment, etc. in a way that maximizes performance and improves the overall stakeholder wellbeing. To achieve their high-minded goals, the corporates might partner with government or philanthropic entities, fund specific programs and work on either the local or global level. Such practices build a competitive advantage with a social impact on society. It's a mechanism to genuinely address social problems while remaining associated with a higher purpose. Though the companies are venturing ways to address a social problem, it is necessary to ascertain the perceived value of the same amongst the Organization and its impact on business goals to achieve higher brand equity. Hence, the study focuses on deriving the linkage between Corporate Social Entrepreneurship and Corporate Brand Building through a structured modeling technique as a methodology via primary data collection

Highlights

Corporate Social Entrepreneurship (CSE) is a new concept of doing business in a short period, the concept of CSE has already been discussed expansively in the media as well over many social platforms
An exceptional number of organizations are using social entrepreneurship as a stratagem to deal with social problems like poverty, hunger, at-risk youth, recidivism etc
These steps taken by an organization to understand and address the social problems may increase the overall value of the organization, as a large number of audiences are interested to understand these initiatives

Summary

Introduction

Corporate Social Entrepreneurship (CSE) is a new concept of doing business in a short period, the concept of CSE has already been discussed expansively in the media as well over many social platforms. As many organizations face challenges due to competitive markets and putting a lot of effort to develop competitive differentiation This has brought a phenomenon change in the organizational work culture and many organizations started adopting the model of Corporate Social Entrepreneurship (CSE) by paying attention to CSR practices voluntarily in order to strengthen and to uphold the brand value that indirectly enhances their work efficiency . This study has tried to understand the concept of CSE by going through CSR (for social impact), Corporate Entrepreneurship and Social Entrepreneurship (for strategies) has become essential These three concepts are directed to entrepreneurs that make the business strategies to promote the growth, earn profit (respectively CE) and thereby address customers and/or stakeholder’s requirements, needs and promote the company’s brand and add value to it (respectively CSE). In this paper the linkage between Corporate Social Entrepreneurship and Corporate Brand Building being analyzed by using primary data

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Conclusion