An Empirical Investigation and Conceptual Model of Perceptions, Support, and Barriers to Marketing in Social Enterprises in Bangladesh

Abstract

Existing studies on social enterprises offer conflicting and contrasting perspectives on the impact of social enterprises on developing countries. Although several studies focused on social enterprises in developing countries, an empirical study that examines how social enterprises develop marketing strategies in an increasingly interconnected digital marketing environment is lacking. The current study empirically investigated the effects of consumer perceptions on social enterprises’ marketing strategies in a developing country and, in particular, the perceptions of, and barriers to, social enterprises in Bangladesh. Drawing on the technology–organisation–environment framework and a social constructionist perspective, 22 in-depth interviews were conducted with individuals from social enterprises. The emergent data were analysed using thematic analysis. The current study proposed an enabler and impediment social enterprise conceptual framework. The present study suggests that social enterprise engenders self-reliance and community empowerment, however, technological imbalance and infrastructures are the key impediments to adoption of effective social enterprise. Our analysis contributes to the theory of social enterprises’ marketing strategies and barriers, and suggests practical lessons in managing social enterprises and the development of marketing strategies