Abstract
Existing studies on social enterprises offer conflicting and contrasting perspectives on the impact of social enterprises on developing countries. Although several studies focused on social enterprises in developing countries, an empirical study that examines how social enterprises develop marketing strategies in an increasingly interconnected digital marketing environment is lacking. The current study empirically investigated the effects of consumer perceptions on social enterprises’ marketing strategies in a developing country and, in particular, the perceptions of, and barriers to, social enterprises in Bangladesh. Drawing on the technology–organisation–environment framework and a social constructionist perspective, 22 in-depth interviews were conducted with individuals from social enterprises. The emergent data were analysed using thematic analysis. The current study proposed an enabler and impediment social enterprise conceptual framework. The present study suggests that social enterprise engenders self-reliance and community empowerment, however, technological imbalance and infrastructures are the key impediments to adoption of effective social enterprise. Our analysis contributes to the theory of social enterprises’ marketing strategies and barriers, and suggests practical lessons in managing social enterprises and the development of marketing strategies
Highlights
Over the past few decades, the importance of social enterprises (SEs) and consumer perceptions as agents of poverty reduction in developing countries has grown [1]
Since much of the published research has emphasised the charitable nature of SEs, their commercial role has never fully come into focus [7,9]
The decision to adopt specific marketing strategies may be framed by how SE managers and employees perceive their organisational surroundings and the circumstances of the market, which may vary between managers and employees from different SEs
Summary
Over the past few decades, the importance of social enterprises (SEs) and consumer perceptions as agents of poverty reduction in developing countries has grown [1]. Regardless of the immense importance of SEs around the world, their current marketing and business performance is far from sophisticated [2]. SEs tend to try to find ways to attain opportunities offered in native, regional, and global markets where intensive competition exists. 1), SEs continuously compete with other social and commercial forms of businesses [5] which have more wide-ranging resources [6]. Scholars, such as [7,8], have called for more comprehensive research to look at how advanced social projects are established in order to comprehend the phenomena more clearly. Since much of the published research has emphasised the charitable nature of SEs, their commercial role has never fully come into focus [7,9]
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