Utilization of Online Platforms by Social Entrepreneurs for Social Sustainable Development

Socially sustainable development can be driven by individuals, entrepreneurs, growing start-ups, and international companies. As social entrepreneurs, people opt for a form of organization that contributes to social improvement through entrepreneurial means. The question is: How do they do it? The resource dependence approach (RDA) assumes that all decisions and activities of a (social) enterprise are based on information about its environment. Therefore, the four key components of the social enterprise (individual, organization, social innovation, market orientation) must be appropriate. In this chapter, therefore, social enterprises are outlined as active participants and shapers of the economy and society. Since an active improvement with regard to socially sustainable development is focused by the social enterprises in Africa, a description of the social enterprise's environment is also given within the framework of topical focuses. The goal is to derive recommendations about action for social enterprises to achieve their goals.

Strategic Sustainability Marketing and Social Responsibility in the Textile Industry

The global social, economic, and ecological sustainability challenges are immense, particularly in Africa. Given the continent's specific characteristics, there is a strong need to either shape “traditional” business models or to consider alternative corporate strategies. Those should in particular foster social change and progress through economic development. Social entrepreneurship is regarded as such an alternative approach. In addition, stronger aligning firms' business models to CSR dimensions as laid out in international standards such as ISO 26000 might be a valuable trajectory. By using an exploratory comparative case design and qualitatively analyzing the websites of four African textile companies, this chapter illustrates how social sustainability is being pursued. The findings suggest that sustainability-oriented textile companies strongly emphasize social sustainability, in particular labor practices, community involvement, and development. This enables further research on drivers and implications for sustainability marketing strategies in global textile value chains.

Evidence of Strategic Marketing in Social Enterprises

Social enterprises represent a unique form of organization with both commercial and social objectives. As such, the application of strategic marketing to these organizations is not clearly understood. Chapter 1 developed a framework for analyzing strategic marketing, which is applied in this chapter to three South African social enterprises to assess the evidence of the application of strategic marketing in the social enterprise context. The results of the study reflect rich qualitative data providing evidence of the application of elements of strategic marketing as well as adaptations more appropriate to the social enterprise context. From these lessons, recommendations are made for social enterprises applying a more systematic approach to strategic marketing in their organizations.

The Evolution of Microfinance Products to Promote Microentrepreneurship Towards Social Progress of African Countries

Microfinance deployment is an important measure of development to the low-income entrepreneurs and households in their journey of poverty and social upliftment in the African countries. Microfinancial services, which were previously randomly available to the low-income, financially excluded households are presently a possible pathway to improve the way they could utilize to develop their small businesses and achieve their business goals. Although the provision of microfinancial services in the African countries continue to grow, the results show that the microfinance organizations are not strategically market-prone in the delivery of services. In this era of fierce competition, key marketing strategies and approaches are required such as the need for proper market orientation and planning, competitive edge in their marketing mix, training and development, among others to promote social progress to the low-income entrepreneurs.

Challenges for Social Enterprises in Special Education

Social entrepreneurship is a rapidly growing discipline that is attracting the interest of governments, researchers, media, and organizations. Social enterprises have the ability to impact nations economically, environmentally, and socially by solving most pressing problems such as poverty, hunger, pollution, and education to name but a few through provision of their innovative products and services. So, in order for social enterprises including special schools to function effectively and efficiently, deliver innovative and quality services, and achieve their goals, they need sufficient sources and funding. Many researchers also cite that lack of funding is one of the greatest challenges and this is further aggravated due to lack of proper marketing of their services. Hence, adopting an exploratory research design and mixed method approach, the objective of this chapter is to apprehend the challenges of social enterprises in special education with a focus on schools, especially in emerging economies.

The Market Opportunity for Social Enterprise in Developing Nations

In this chapter, the authors explore the market opportunity for social enterprises by drawing on the sub-Saharan middle class. Specifically, they look at some key indicators of market size, potential, and diversity. By making use of a 10 city study on the sub-continent, a range of topics emerge that expose high levels of heterogeneity between markets. As the world's fastest growing continent (in population) as well as one of the poorest regions on earth, sub-Saharan Africa is a key target for social enterprises that seek to change lives while running sustainable profit-making organizations. As this chapter adds to the narrative around market sizing and potential, the discussion also points to the need for a sophisticated view of social enterprises as propagated in this book as a whole.

Social Enterprise Digital Marketing

A social enterprise needs to determine about how social media fits into the digital architecture of the enterprise and how social media transforms the social enterprise. Through effective use of social media, companies have captured substantial efficiencies in customer care with reductions in handling time and cost per case of more than 30%. Enterprises have been able to increase their participation in collaboration by more than 200% and increased revenue by more than 100% through social business strategy implementation. These enterprises have been able to attain this by building and implementing a digital social collaboration platform in less than three months.

Potentials of Frugal Innovation to Combine the Social and Economic Objectives in the Marketing of Social Enterprises

Social enterprises strive to address social problems and pursue economic goals. In doing so, they also have to deal with the question of how to structure their marketing approaches to balance social and economic marketing goals. Frugal innovation often aims to address social problems with solutions that are affordable and of high quality. At the same time, these innovations are embedded in economic structures and aim to generate profits. Thus, it is assumed that such innovations influence the design of marketing strategies. This case study reveals how the social enterprise EinDollarBrille e.V. combines social and economic aims in its marketing approach based on a frugal innovation. The findings are consistent with previous research that social enterprises should try to overcome seeming contradictions of marketing goals. It is proposed that social enterprises could consciously pursue strategies that create synergy between their dual aims. Thereby, frugal innovations can be advantageous.

Marketing in Social Enterprises

Social enterprises are created to solve social problems through market-based interventions. While the existing literature describes the types and nature of marketing in social enterprises, the role of relationship marketing in social value creation has not been considered. This chapter explores the role of a relationship approach to marketing to enhance the acceptability of social enterprises and their innovative solutions. The chapter uses an illustrative case of an Indian social enterprise. The case describes how a social enterprise uses relationship marketing with their stakeholders for the successful adoption of social innovation and its sustainability. The findings indicate three enabling factors for relationship marketing: customer-orientedness, mutual trust and commitment, and a supportive institutional setup. A relationship marketing approach helps social enterprises in two ways, co-creation of value and customization of the offering. The case contributes to our understanding of the role and relevance of strategic marketing approaches in addressing social problems.

Social Enterprise Consumers

Food security has become a major social concern. Social entrepreneurs seeking to address this social concern aim to produce safe food products which cause no harm to either consumers or the environment. To achieve these social goals social enterprises apply business principles and practices one of which includes a marketing orientation. This involves thoroughly researching and understanding the targeted consumers so as to best satisfy their needs. This chapter reports on a study of organic food consumers so as to assist social enterprises aiming to target and satisfy their needs.