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Marketing in the social enterprise context: is it entrepreneurial?

Eleanor Shaw (Lecturer in Marketing at the University of Strathclyde, Glasgow, UK)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 1 September 2004



This paper presents some of the findings to emerge from a qualitative study of social enterprise in the UK. The findings discussed in this paper refer to the marketing activities of social enterprises and consider the extent to which these can be described as “entrepreneurial”. This discussion suggests that while social enterprises do engage in entrepreneurial marketing, the local embeddedness of their activities, their not‐for‐profit orientation and challenges posed by social exclusion impact on their marketing activities.



Shaw, E. (2004), "Marketing in the social enterprise context: is it entrepreneurial?", Qualitative Market Research, Vol. 7 No. 3, pp. 194-205.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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