“Who Are My Customers?”: The Case of Social Marketing a Social Entrepreneurship Venture in India

Anupam Das, Shriram Venkatraman, Sumit Mitra and Naveen Amblee

Journal of Social Entrepreneurship, 2024, vol. 15, issue 3, 978-1004

Abstract: Social entrepreneurial ventures generally have lower profitability owing to poor value perceptions of their offerings, which negatively impact financial sustainability. A frequent antecedent is the negative view of marketing prevalent in the sector, requiring an attitudinal transformation. This study provides one such success story that demonstrates how a deliberate marketing-driven approach allowed social entrepreneurs in Eastern India to pilot a new venture with creative offerings that detected and filled a financially viable gap in the cultural clothing market. This paper makes a case for social entrepreneurship ventures to be market savvy in order to financially nurture their social mission.

Date: 2024
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DOI: 10.1080/19420676.2022.2091644

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