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The purpose of this paper is to determine the differences in the values and behaviours of employees and entrepreneurs and to develop guidelines for employers to foster entrepreneurial thinking in their organisations.

To determine individual behaviours, the authors used the career adaptability scale developed by Savickas and Porfelli (2012), complemented with the statements regarding relationships in the workplace and reward, designed by Gattiker and Larwood (1986). The individual values were evaluated by Schwartz’s individual value framework. The career success of individuals was defined by income level and job satisfaction. Data from a sample of 473 respondents were analysed using structural equation modelling.

This paper reveals that there are differences in the behaviours and the values of employees and entrepreneurs. Employees are more concerned with relationships at the workplace, rewards and confidence, whereas entrepreneurs focus solely on relationships. Self-direction value has a direct positive impact. Universalism, conformism, achievement, stimulation and safety have indirect positive effects on career success for employees. There is no specific individual value driving career success for entrepreneurs.

This paper follows the recent trends in organisational culture development whereby organisations seek to incorporate the entrepreneurial mindset at all levels of the organisation. Until now, there has been scarce empirical evidence on the differences between entrepreneurial and employee values. This research provides evidence that the value gap between these two distinct groups is considerable enough to question the ability of the average employee to adopt the entrepreneurial behaviour required by modern organisations.

Social enterprises are becoming more and more important for social inclusion and reduction of poverty. Many countries world-wide have accumulated valuable experience in organization of social entrepreneurship and finding innovative approaches which are also analyzed by academic researchers and discussed on international level. Aim: To identify the specific value segments among consumers of Latvian social enterprise products and services in order to provide practical recommendations for implementation of consumer-focused marketing strategies and more effective communication patterns based on an in-depth understanding of the values within the target audience. Methods: The analysis of previous conducted research and scientific publications, analysis of social enterprise consumer survey results, for survey data analysis are applied analysis of descriptive statistics indicators of central tendency or location – arithmetic mean, mode, median, indicators of variability or dispersion – range, standard deviation, standard error of mean and cluster analysis. Results – The results of this study provided detailed descriptions of the respective segments from the demographic point of view, outlined their shopping behavior, preferences for information channels, which altogether form a comprehensive set of practical recommendations for Latvian social enterprises for more effective communication with consumers as well as for public authorities looking to increase the awareness about social entrepreneurship within Latvian society. Implications: The possible applications of research results for organization of work of social enterprises including application of digital marketing. Originality of This Chapter: Since the academic research has only relatively recently started paying attention to the specific marketing aspects of social entrepreneurship, this innovative study contributes to a persistently growing and valuable body of literature which will serve as a guideline for both social enterprises as well as public authorities seeking to find more effective communication strategies.