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“Who Are My Customers?”: The Case of Social Marketing a Social Entrepreneurship Venture in India

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  • Anupam Das
  • Shriram Venkatraman
  • Sumit Mitra
  • Naveen Amblee

Abstract

Social entrepreneurial ventures generally have lower profitability owing to poor value perceptions of their offerings, which negatively impact financial sustainability. A frequent antecedent is the negative view of marketing prevalent in the sector, requiring an attitudinal transformation. This study provides one such success story that demonstrates how a deliberate marketing-driven approach allowed social entrepreneurs in Eastern India to pilot a new venture with creative offerings that detected and filled a financially viable gap in the cultural clothing market. This paper makes a case for social entrepreneurship ventures to be market savvy in order to financially nurture their social mission.

Suggested Citation

  • Anupam Das & Shriram Venkatraman & Sumit Mitra & Naveen Amblee, 2024. "“Who Are My Customers?”: The Case of Social Marketing a Social Entrepreneurship Venture in India," Journal of Social Entrepreneurship, Taylor & Francis Journals, vol. 15(3), pages 978-1004, September.
    • Handle: RePEc:taf:jsocen:v:15:y:2024:i:3:p:978-1004
    DOI: 10.1080/19420676.2022.2091644
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