Marketing amid the Uncertainty of the Social Sector: Do Social Entrepreneurs Follow Best Marketing Practices?

Abstract

In a recent study in Journal of Marketing, Read et al. (2009) conduct an experiment to identify how experts approach marketing in uncertain, entrepreneurial contexts. In response, the current study adapts Read et al.'s model slightly to make it relevant to practicing entrepreneurs and tests it on a randomized database of experts and novices in the process of creating for-profit organizations in the United States. The results suggest that these best marketing practices are largely reflective of those employed by practitioners. The author then conducts tests to determine the degree to which social entrepreneurs employ these best marketing practices. The results suggest that social entrepreneurs are less likely than commercial entrepreneurs to implement several best marketing practices.

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