PROMOTING SOCIAL ENTREPRENEURSHIP PRODUCT

Authors

  • Marga Zhivitere Ventspils University College researcher Centre for Entrepreneurship Innovation and Regional Development ISMA university, Faculty of Department of Management
  • Viktoriia Riashchenko Ventspils University College researcher Centre for Entrepreneurship Innovation and Regional Development ISMA university, Faculty of Department of Management

DOI:

https://doi.org/10.17770/etr2017vol1.2647

Keywords:

marketing mix, marketing strategy, social entrepreneurship, social sustainability

Abstract

The object of the research are the social entrepreneurs and its business development. The aim of the research is to discuss existing marketing strategies applied to social entrepreneurship and to offer possible ways of their improvement. The research is relevant and consistent with the increasing role of social entrepreneurship taking the full power throe the fast changing political, economic, socio cultural and technological circumstances of the 21st century. While marketing the social entrepreneurship, the focus on marketing strategies must be revised. The research methodology includes both traditional and modern elements of marketing, such as marketing mix, strategies, customer segmentation and targeting, pricing altogether with the main elements of social entrepreneurship, such as social and economic aspects. The results present thet in standard marketing strategies, the strategy for social entrepreneurs should include segmentation of the customers and consumers by taking into consideration standard criteria (such as geographical, demographical, psychographic and behavior segmentation) but also implementing own criteria most adequate for the products they are currently interested to produce. It is important which factors are significant enough to take decisions of expansion, harvest or liquidation of products.

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Author Biographies

  • Marga Zhivitere, Ventspils University College researcher Centre for Entrepreneurship Innovation and Regional Development ISMA university, Faculty of Department of Management
    College researcher Centre for Entrepreneurship Innovation and Regional DevelopmentMarga Živitere was born in Latvia. Since 2015 till present she is researcher at Centre for Entrepreneurship Innovation and Regional Development (CEIRD) Ventspils University College, has doctorial degree in economics (Dr.oec.); 2003 till 2015 was working as professor and rector at the ISMA University. She is an author of 110 publications and other research and methodical activities (brochures, scientific articles, scientific reports, textbooks and teaching manuals) about higher education, innovation, employability, vocational counselling, etc. As a project manager has panticipated in different local and international projects where was specialized on the issues of personnel management. Her e-mail address is: marga.zivitere@isma.lv
  • Viktoriia Riashchenko, Ventspils University College researcher Centre for Entrepreneurship Innovation and Regional Development ISMA university, Faculty of Department of Management
    Faculty of Department of Management Viktoriia Riashchenko was born in Poltava, Ukraine and went to the Poltava University of Economics and Trade, where she studied management of organization and obtained his degree in 2006. She worked for a couple of years for the Poltava University of Economics and Trade before moving in 2010 to the ISMA University where she is now director of the study program Bachelor of Business Administration (BBA) , Head of business incubator ISMA , Professor. Her e-mail address is : viktorjas@gmail.com.

References

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Kalb Ira. Marketing: the missing ingredient in social entrepreneurship. Huff Post Business newspaper, 04.01.2015.

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Published

2017-06-15

How to Cite

[1]
M. Zhivitere and V. Riashchenko, “PROMOTING SOCIAL ENTREPRENEURSHIP PRODUCT”, ETR, vol. 1, pp. 309–315, Jun. 2017, doi: 10.17770/etr2017vol1.2647.