Social enterprises and the performance advantages of a Vincentian marketing orientation

Miles, Morgan P., Verreynne, Martie-Louise and Luke, Belinda (2014) Social enterprises and the performance advantages of a Vincentian marketing orientation. Journal of Business Ethics, 123 4: 549-556. doi:10.1007/s10551-013-2009-3

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Author Miles, Morgan P.
Verreynne, Martie-Louise
Luke, Belinda
Title Social enterprises and the performance advantages of a Vincentian marketing orientation
Journal name Journal of Business Ethics   Check publisher's open access policy
ISSN 0167-4544
Publication date 2014-09
Year available 2013
Sub-type Article (original research)
DOI 10.1007/s10551-013-2009-3
Open Access Status File (Author Post-print)
Volume 123
Issue 4
Start page 549
End page 556
Total pages 8
Place of publication Dordrecht, Netherlands
Publisher Springer
Collection year 2014
Language eng
Abstract This study focuses on the managerial issue of should social enterprises (SEs) become more marketing oriented. It adapts the Kohli et al. (J Mark Res 30:467–477, 1993) MARKOR marketing orientation scale to measure the adoption of marketing by SEs. The items capture Vincentian-based values to leverage business in service to the poor as a measure of a Vincentian marketing orientation (VMO). A VMO is an organisational wide value-driven philosophy of management that focuses a SE on meeting its objectives by adopting a more marketing orientated approach to serve the needy and poor in a just and sustainable manner. SEs that exhibit a VMO seek to understand and respond to both the needs of their beneficiaries and stakeholders. They are constantly generating, disseminating, and responding to environmental, beneficiary, and stakeholder information and develop their business propositions to more effectively and efficiently meet the needs of the poor, while guided by a philosophy of leveraging business for social good. This study of SEs in Australia found that a VMO is strongly and positively correlated with social, economic, and environmental performance. These findings suggest that SEs may benefit by leveraging marketing capabilities to better serve their beneficiaries and stakeholders.
Keyword Economic and social performance measures for social enterprises
Marketing orientation
Value-based marketing
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Published online ahead of print: 31 December 2013.

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2014 Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 1 times in Thomson Reuters Web of Science Article | Citations
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Created: Fri, 07 Feb 2014, 10:45:47 EST by Karen Morgan on behalf of UQ Business School