Marketing Scottish social enterprises using a label?

Bonar, I. and Karlsson, P.S. (2019) Marketing Scottish social enterprises using a label? Social Enterprise Journal, 15(3), pp. 339-357. (doi: 10.1108/SEJ-08-2018-0056)

Abstract

Purpose: Social enterprises are competitive businesses in the marketplace, yet insubstantial research has investigated how they market their businesses. This paper aims to investigate the impact a social enterprise label – “Buy the Good Stuff” – used in Edinburgh has had on consumer awareness and explore whether a possible national label could be used as a marketing tool by social enterprises in Scotland. Design/methodology/approach: The study uses a mixed-methods approach, consisting of an online questionnaire with 100 participants and seven semi-structured interviews with representatives of social enterprises involved in the marketing campaign in Edinburgh and representatives of social enterprises who were not involved in the campaign. Findings: Findings indicate that the label used in Edinburgh has had little impact on increasing consumer awareness of social enterprises. However, a national label has the potential to help social enterprises increase consumer awareness. Yet, successful implementation requires thorough design of the label and broad support for its promotion. Practical implications: The paper offers insights into the implementation of a national label. Managers of social enterprises and social enterprise networks should consider the findings when adopting marketing activities. Originality/value: Findings contribute to the sparse literature regarding marketing activities of social enterprises. The paper provides evidence that the broader social enterprise sector and its representatives in Scotland should re-evaluate their position on the introduction of a national label, given that one priority identified for the sector is to create and promote a social enterprise brand which the SE code is not focussed on.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Karlsson-Brown, Dr Paula
• Authors: Bonar, I., and Karlsson, P.S.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Social Enterprise Journal
• Publisher: Emerald
• ISSN: 1750-8614
• ISSN (Online): 1750-8533
• Published Online: 01 June 2019
• Copyright Holders: Copyright © 2019 Emerald Publishing Ltd
• First Published: First published in Social Enterprise Journal 15(3):339-357
• Publisher Policy: Reproduced in accordance with the copyright policy of the publisher