MARKETING IN SOCIAL ENTREPRENEURSHIP: A COMPARATIVE ANALYSIS BETWEEN BRAZIL AND MEXICO.

Cavazos-Arroyo, Judith; Kassouf-Pizzinatto, Nadia

Objective: To explore whether there is any causal combination of marketing conditions affecting the growth stage of social entrepreneurship proposals in two emerging countries: Brazil and Mexico. Method: An exploratory type of research was developed, applying a comparative qualitative configurational analysis with 18 case studies or study units, nine from each country, to discover the combination of key conditions of marketing variables associated with the growth stage of the ventures studied. Main Results: In Mexico, growth occurs with the presence of a distribution channel, approach to multiple target markets, hybrid mission, and penetration pricing strategy. In Brazil, on the other hand, growth is explained by penetration pricing, variety of products and services, multiple distribution channels, and loyalty programs. Relevance: This work is relevant for its contribution to the understanding of the role of marketing variables in the survival and extension of the growth phase of social enterprises. Theoretical/Methodological Contributions: The paper contributes to the advancement of knowledge of marketing capabilities in growth-stage social enterprises in emerging countries.

MEXICO; BRAZIL; SOCIAL entrepreneurship; SOCIAL marketing; MARKETING channels; TARGET marketing; MARKETING; CUSTOMER loyalty programs; COMPARATIVE studies; SOCIAL enterprises

Internext: Revista Electrônica de Negócios Internacionais da ESPM, 2023, Vol 18, Issue 1, p14

1980-4865

Academic Journal

10.18568/internext.v18i1.695