Bricolage in the marketing efforts of a social enterprise
MJ Kannampuzha, M Suoranta - Journal of Research in Marketing …, 2016 - emerald.com
MJ Kannampuzha, M Suoranta
Journal of Research in Marketing and Entrepreneurship, 2016•emerald.com… In this paper, we explore this concept through an in-depth case study of the marketing
strategy development process of a social enterprise in its initial growth stages. … We address
the question of resource usage in an early-stage social enterprise using a case of marketing
strategy development in collaboration with a university. The summary of the literature review
is presented in Table I. … We identified bricolage in the marketing strategy development
process of an early-stage social enterprise. In addition, we observed the role of networks in …
strategy development process of a social enterprise in its initial growth stages. … We address
the question of resource usage in an early-stage social enterprise using a case of marketing
strategy development in collaboration with a university. The summary of the literature review
is presented in Table I. … We identified bricolage in the marketing strategy development
process of an early-stage social enterprise. In addition, we observed the role of networks in …
Abstract
Purpose
The paper aims to understand how resource constraints are addressed in the development of a marketing strategy by a social enterprise.
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