Abstract
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.
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Madill, J. (2015). Addressing Social Problems Through Social Enterprise: The Role of Marketing. In: Deeter-Schmelz, D. (eds) Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11797-3_76
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DOI: https://doi.org/10.1007/978-3-319-11797-3_76
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