Application of Social Marketing in Social Entrepreneurship: Evidence From India

Recognizing the importance of social marketing strategies for the success of social entrepreneurial ventures (SEVs), the present article examines nine SEVs with different profit orientation to understand the role of social marketing in social entrepreneurship (SE). Using grounded theory approach and case study method, the present article cross-examines cases and develops propositions thereof, providing a holistic understanding of current and potential application of social marketing strategies in SE. The outcome of this study may help social entrepreneurs to choose appropriate strategies from a pool of social marketing strategies available. However, there is a need to test these propositions with a larger set of data in future research. Also, it is equally important to study social marketing strategies adopted by failed cases of SEVs so that the existing and potential social entrepreneurs can learn from their mistakes.