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The study is positioned at the crossroads of transformative social marketing and social innovation literature through the lens of participatory design (PD). This exploratory study aims to explore how social enterprises in India engage economically marginalized people in transformative social marketing and innovation for sustainable development through PD.

The study includes a case study with a matched pairs analysis approach. The data analysis reports three themes depicting the role of PD in different stages of the social innovation process (codiscovery, codesign and scaling-up), the challenges faced in the process and the outcomes of the PD process.

The authors propose that social enterprises can act as sustainable development catalysts for more inclusive sustainable development through their proactive and creative uses of PD. Still, PD also has limitations for addressing the challenges stemming from marginalized contexts, which requires effective social marketing strategies to overcome.

The study contributes to the emerging dialogue on PD with marginalized users and widens the scope of studies on transformative social marketing and innovation. The findings also provide practical insights for PD practitioners on how designers can learn from diverse PD practices in the context of economically marginalized people.

The authors, leading authorities on global innovation, warn that Western companies targeting emerging markets to help drive growth will likely find that the traditional strategy of global localization will prove inadequate. An alternative is their new concept of reverse innovation which this paper aims to introduce.

One example is the portable ultrasound machine developed originally by GE in the early 2000s to meet the particular needs of the Chinese market. Technology advances have since helped propel the growth of a $250 million business opportunity for GE globally, through finding many new applications in the USA and other advanced economies.

Historically, multinationals innovated in rich countries and sold their products in poor countries. Reverse innovation is doing the opposite.

Reverse innovation also highlights the potential for very low price‐point innovations originating in the developing world to generate new market demand back in the richer economies.

Reverse innovations can have global impact. Ultimately, they have the potential to migrate from poor countries to rich ones.

Marketing has habitually avoided performance measurement, pleading difficulties with quantification of its activities and their outcomes. As a result, in many companies marketing has become marginalized to a straightforward marketing communications, whereas, it should hold a pivotal role in the identification of customer needs, specification of the value sought and demand generation, interpreted in its widest sense. This paper shows how marketing and the rest of the organization should relate to each other in the process of customer and value development and delivery, on which business performance depends. It discusses the importance of marketing in four constituents of performance measurement; resources, processes, products/services and financial performance. The CIMBA model of marketing processes is used to demonstrate that there can be no return on marketing investment without delivery through core operations. The paper concludes that marketing and business performance measurement are indispensable to each other.

Given the complexity of inclusive business (IB) to combine social contribution and business sustainability, companies make strategic choices. One multinational corporation (MNC) avoided interconnections with villagers and used only market-based relations with stimulants and incentives in the market. Another one delegated management completely to local partners, succeeding in stimulating the poor’s self-initiated economic activities. MNCs seem to have difficulties in handling institutional interconnections. In such cases, market-based relations or delegating management to the local partners were found to be highly effective for covering missing capabilities. One foreign NGO, despite its well-developed institutional interconnections with the locals, is struggling to develop markets for its social enterprises. In contrast, one local trust successfully cooperated with many local partners, appealing to local institutions (values and beliefs). Also, poor farmers felt the social contributions of two local companies by being incorporated into the companies’ supply chains backed by their corporate social responsibility (CSR) orientations and activities. Hence, both foreign and domestic organizations seem to succeed in IB by embedding their projects to their original institutions and developing diverse mechanisms to compensate for missing capabilities. One exception is a local company which successfully coordinated MNCs’ CSR activities, local communities, and governments. However, its success is owing to governmental regulation for CSR contribution. In general, though restricted by institutional backgrounds and business orientations, each case tried to create a fit between business models and its contingencies, achieve scale (at the level of communities, nations, or the global market) and business sustainability, and generate socioeconomic effects.

Previous literature on sustainable supply chain management has largely adopted an instrumental view of stakeholder management and has focused on understanding the effect of powerful stakeholders who have a more decisive influence on an organization's supply chain decisions. Social enterprises have emerged as organizations that often aim to create impact by integrating marginalized stakeholders into their operations and supply chains. This study examines the trade-offs that social enterprises experience due to their moral stance toward stakeholder engagement, evidenced in their commitment to serving marginalized stakeholders, as well as the responses adopted to these trade-offs.

The study follows a theory elaboration approach through a multiple case study design. The authors draw on insights from stakeholder theory and use the empirical insights to expand current constructs and relationships in a novel empirical context. Based on an in-depth analysis of primary and secondary qualitative data on ten social enterprises, the authors examine how these organizations integrate marginalized stakeholders into various roles in their operations.

When integrating marginalized customers, suppliers and employees, social enterprises face affordability, reliability and efficiency trade-offs. Each trade-off represents conflicts between the organization's needs and the needs of marginalized stakeholders. In response to these trade-offs, social enterprises choose to internalize the costs through slack creation or vertical integration or externalize the costs to stakeholders. The ability to externalize is contingent on the growth orientation of the organization and the presence of like-minded B2B (Business-to-Business) customers. These responses reflect whether organizations accept the trade-offs at the expense of one or more stakeholders or if they avoid the trade-offs and find mutually beneficial solutions.

Building on the empirical insights, the authors elaborate on stakeholder theory with a focus on the integration of marginalized stakeholders by emphasizing a moral justification for stakeholder engagement, identifying the nature of the underlying trade-offs which can arise when various stakeholder needs are in conflict and examining the contingencies affecting organizational responses to these trade-offs.

This study aims to explore the use of knowledge sharing (KS) in delivering open social innovation (OSI) solutions for sustainable development in the context of economically marginalized, rural societies in India.

The study is guided by an exploratory, qualitative approach using an embedded case study design with four social enterprises. The study approaches the use of KS in three stages of OSI: (1) the stages of ideating and prototyping, (2) the initial stages of experimenting and business development and (3) the more current and future-oriented stages of organizations’ strategies for expanding market opportunities for maximizing impact.

The first stage used KS for collaborative efforts among diverse stakeholders to recognize the needs of marginalized people and ideate suitable ecological solutions. The social enterprises acted as orchestrators in this stage. The second stage involved a more dynamic role of KS in the refinement of social enterprises’ market offerings, generating additional innovations and value propositions, which diversified the scope of the social enterprises. This was facilitated by enterprises’ ability to be open systems, which change and evolve through OSI processes and KS. In the third stage, social enterprises’ use of KS was shifted towards future business development by expanding market opportunities with solutions that tackle complex societal and ecological problems, thereby contributing to sustainable development goals.

The present study contributes to studies on OSI, focusing on sustainable development and the role played by social enterprises operating in rural, economically marginalized areas, which have been an understudied phenomenon in the open innovation literature.

The purpose of this study was to explore the differences in motivation for sport consumption within a diverse sample of college students with underrepresented identities.

Data were collected from 2,833 students at universities in a mid-major Division I FBS athletic conference through a survey. Two MANOVAs were conducted to examine group differences. While the first MANOVA compared a dominant group (White and non-LGBTQ+) to an underrepresented group (non-white race and/or LGBTQ+), the second MANOVA explored differences in five specific marginalized groups (Asian, Black or African American, Hispanic or Latino, LGBTQ+, intersectional marginalized identities).

The results indicated that the dominant group scored significantly higher than the combined underrepresented group in four of the eight sport consumption motives examined. However, the comparison of individual underrepresented groups showed significant differences for all eight consumption motives between at least two underrepresented groups.

This study is the first attempt to compare group differences in motivation for sport consumption between specific racially marginalized groups, LGBTQ + community members, and intersectional racial and LGBTQ + identities within college athletics.

The purpose of this paper is to explore the process of internationalization and its associated risk of marginalization for the emerging Chinese multinationals; also to examine typical strategies emerging Chinese multinationals employ to deal with this challenge in order to provide insights for Chinese firms that are planning to enter the global market.

Using a sample of Chinese multinationals that are listed in the Hong Kong Stock Exchange, this study conducts a multiple‐case analysis on three different Chinese multinationals to explore their experiences in the process of internationalization and their unique approaches to the risk of marginalization.

The results show that internationalized Chinese firms are strengthening their control over core businesses, designing effective corporate governance policy and adjusting their capital structure to increase their actual control in order to minimize the risk of marginalization accompanying their internationalization process.

While an increasing number of Chinese firms are on a fast track of internationalization to enter the global market, the risk of marginalization has become a prominent concern for emerging multinationals and many newly internationalized Chinese firms are faced with a crisis of identity, and consequently they may be marginalized, with the risk of losing control over their own companies and being excluded from major government projects or significant R&D funding opportunities in China. This paper explores Chinese firms' risk of marginalization in their internationalization process and their approaches to dealing with this risk. The paper's findings will provide important insights for Chinese firms that plan to go international and will make an important contribution to the literature and enrich our understanding of Chinese multinationals and their strategic expansion in the era of globalization.

The purpose of this paper is to analyse the role of social enterprises in building social capital and strengthening social bonds.

The analysis is based on the comparative method. The author compares the development of social entrepreneurship of the “old” social economy (born on the turn of nineteenth and twentieth centuries), and of the “new” social economy (developing on the turn of twentieth and twenty-first centuries); and the functioning of social enterprises of two kinds: work integration social enterprises (WISEs) and community-based social enterprises (CBSEs). Moreover, he distinguishes between economic and social re-integration; and reciprocity and vertical inclusion.

The paper presents WISEs and CBSEs as tools of two different activation programmes: WISEs improve the employability of individuals who are marginalized in the labour market, while CBSEs serve as vehicles for the socio-economic development of the marginalized communities and territories. Furthermore, the author clarifies two methods of inclusion: through strengthening horizontal social ties (realized mainly by CBSEs, with their mutuality principle as a basis for building relations between participants) and building vertical social bonds (mainly by WISEs, based on the “inclusion of excluded” formula).

The paper stresses the importance of focusing research into social entrepreneurship on the role of social enterprises in shaping social bonds as well as using and producing of social capital of two main types: bonding and bridging.

Recommendations for managing social enterprises as hybrid entities. The author argues that the most effective approach (in producing social value-added) is to combine the formula of the re-integration of individuals excluded from the labour market with the efforts to develop the whole local communities from marginalized territories.

The author uses sociological perspectives in analysing economic entities and activation policies.