Responsible Marketing: Can Social Enterprises Show the Way?

Abstract

In this article, the authors present a new perspective on responsible marketing. We discuss if and how social enterprises can present a new understanding of responsible marketing. Relevant publications (14 on social entrepreneurship, 40 on marketing in non-profit organizations and social enterprises and 41 papers on marketing) are selected and reviewed. The result of the literature analysis and synthesis show that social enterprises can gain from a more formal, systematic approach to marketing. Since social enterprises prioritize social goals over business results, successful adoption of marketing policies and practices can help then create a blueprint for responsible marketing. Marketing of socially relevant products and services by social enterprises thus create a new paradigm of responsible marketing. Such models can also be useful for larger corporations who look at social business and shared value creation as part of their business and marketing strategy.