The paper shows that in pursuing the double bottom line of social transformation and financial self sufficiency, social enterprises represent interesting organizations that are neither exclusively ‘non profit’ nor ‘for profit’. The paper develops research propositions focusing on how social and commercial marketing practices and approaches are viewed and utilized in social enterprises.
CITATION STYLE
Madill, J. (2015). Addressing Social Problems Through Social Enterprise: The Role of Marketing. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 119–123). Springer Nature. https://doi.org/10.1007/978-3-319-11797-3_76
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