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Branding Business For A Better World: An Exploratory Study Of Marketing Strategy for Social Enterprises
Wegen, Kaity
Wegen, Kaity
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2014
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2014-05-02
Abstract
This exploratory study of marketing strategy for social enterprises first defines what a social enterprise is, and how it is different than for-profit and not-for-profit business models. A compare and contrast of these business model's marketing strategy leads to a case discussion of three nationally recognized social enterprises: Warby Parker, TOMS, and FEED Projects. Through analysis of these companies, this research aims to develop criteria of marketing strategy that social enterprises must meet to be successful in the marketplace. The essence of this research is to explore what it looks like to brand business for a better world.
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Marketing