Social enterprise: towards a marketing approach

Abstract

The increasing role of social enterprises in providing public goods and services has raised research interests, through multiple perspectives, namely social, economical, ethical, managerial, educational, marketing, governance, etc. However, and from the marketing perspective, social enterprises study did not get enough attention until recently. Thus, the aim of the paper is to bring up theories applicable to marketing in social enterprises, in conditions of successful market transactions.

In comparison with an ordinary market transaction, there will be highlighted specific conditions for the social enterprises economic exchange. As a result, it can be designed a socio-economical conditions chain within the market for social enterprises. Research methodology consisted in a literature analysis and the application of a questionnaire in a couple of Romanian social enterprises.