Social enterprise compliance with social marketing peculiarity

• Author: Cristina Sandu
• Position: PhD Student, National School of Political Studies and Public Administration, Faculty of Public Administration, Bucharest, Romania
• Pages: 143-146

Social Enterprise Com

Abstract:

A challenging approach f

social enterprise raises the question

peculiarity

. The reason for making t

is needed for bot h managerial and

previous research of defining socia

connecting social enterprise to the s

and comparing the social marketing

Keywords

: social enterprise; social m

1. Mapping the Specific Definiti

Social enterprise is defined in liter

different characteristics, by the diver

The multiple definitions found in

common-

definition of social enterp

private activity with social purpose b

on the reinvestments of surpluses

responsibility and a certain particip

definition validated though the refe

Network (Sandu, 2012, p. 213).

The current research

interest is focus

(Matei, Sandu, 2013), particularly th

The relevance of social marketing fo

organization, which combines econo

In the last three years, the attention

the private sector is increasingly d

raw

Social enterprise can represent an in

definition given by Phills, Deiglmeie

more effective, efficient and sustain

1

PhD Student, National School of Political

Romania.

Address: 6 Povernei St., sector 1

Corresponding author: cristinasandu@snspa

Beneficiary of the „Doctoral Scholarships f

through the European Social Fund, Sectoral

Performance and Risks in the Eu

rop

ompliance with Social Marketing

Peculi

Cristina Sandu

1

h for social enterprise is considered the marketing approach. The

whether or not this type of organization can comply with social

g this question is t hat a proper definition of marketing for social e

d marketing functions of the (social

) organizations. Thus, s tartin

cial enterprise, the aim of the paper is to adopt a theoretical po

e social marketing peculiarity.

The research is based on literatur

g definitions, fitting to social enterprise’s profile.

al marketing; compliance

nitions of Social Marketing

terature in

various manners, through different approa

versity of target groups, etc.

in literature determined a research with the aim of

erpris

e, namely

social enterprise represents a type o

se based on producing and providing public goods an

ses in this activity; it is characterized by a high l

icipation level of stakeholders

,

considered by the auth

eference definition at European level of EMES Europ

cused on adopting a specific marketing approach for so

the compliance of social enterprise to social marketing

g for social enterprise derives fro

m the characteristics

nomic activity with satisfying social needs.

n of the public sector agencies, nongovernmental orga

rawn to the potential of social marketing (Serrat, 2010

n innovation for the social marketing, through the soc

eier, and Miller in 2008

-

A novel solution to a social

p

tainable than existing solutions and for which the

al Studies and Public Administration, Faculty of

Public Administ

r 1, 010643 Bucharest, Romania

. Tel: +402 131 808 94, f

ax: +

pa.ro.

s for a Sustainable Society” project , project co

-

financed by the

Operational Programme Human Resources and Development 20

opean Economy

143

uliarity

he profile of

ial marketing

l enterprises

rting from a

position for

ture analys

is

roaches, through

of “mediating” a

e of business or

and services and

h level of soci

al

uthor as a result

-

ropean Research

social enterprise

ting peculiarity.

cs of this type of

rganizations, and

10, p. 1).

social innovation

al

problem that is

he value created

istration, Bucharest,

: + 402 131 465 07

.

the

European Union

t 2007

-2013.