Social marketing in social enterprises: how to deal with dualities: Strategies for managing tensions and implementing marketing activities

Abstract

Purpose

The purpose of the paper is to understand the tensions that marketing practitioners in social enterprises are subjected to.

Design/methodology/approach

The paper examines the case of 15 Canadian social enterprises.

Findings

The analysis reveals four dualities in social enterprises, and initial strategies to deal with them.

Practical Implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

Originality/value

The paper reveals how dualities facing marketing practitioners in social enterprises influence marketing activities in these organizations.

Citation

(2016), "Social marketing in social enterprises: how to deal with dualities: Strategies for managing tensions and implementing marketing activities", Strategic Direction, Vol. 32 No. 8, pp. 6-8. https://doi.org/10.1108/SD-05-2016-0073