Marketing in social entrepreneurship: a comparative analysis between Brazil and Mexico: : a Comparative Analysis between Brazil and Mexico

Detalhes bibliográficos
Autor(a) principal: Cavazos Arroyo, Judith
Data de Publicação: 2022
Outros Autores: Pizzinatto, Nadia Kassouf
Tipo de documento: Artigo
Idioma: spa
eng
Título da fonte: Internext
Texto Completo: https://internext.espm.br/internext/article/view/695
Resumo: The purpose of this research answers the question: what are the similarities and differences between marketing for the growth stage of social entrepreneurship practiced in Brazil and that practiced in Mexico? The results of the qualitative comparative (QCA) configurational analysis applied to 18 organizations in Brazil and Mexico show that, in the latter, growth is presented with one distribution point, an approach to various targets, a hybrid mission and a penetration pricing strategy. Nevertheless, the Brazilian social entrepreneurship's growth is explained by penetration pricing, variety in products and services, several distribution points and loyalty programs. For future research it is recommended to consider multi-level variables and to include other organizational areas.
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spelling Marketing in social entrepreneurship: a comparative analysis between Brazil and Mexico: : a Comparative Analysis between Brazil and MexicoMarketing en emprendimientos sociales: un análisis comparativo entre Brasil y México: un Análisis Comparativo entre Brasil y MéxicoSocial entrepreneurship, Marketing, Growth Stage, Emergent Countries.emprendimiento social, marketing, etapa de crecimiento, países emergentes.empreendedorismo social, marketing, estágio de crescimento, países emergentes.The purpose of this research answers the question: what are the similarities and differences between marketing for the growth stage of social entrepreneurship practiced in Brazil and that practiced in Mexico? The results of the qualitative comparative (QCA) configurational analysis applied to 18 organizations in Brazil and Mexico show that, in the latter, growth is presented with one distribution point, an approach to various targets, a hybrid mission and a penetration pricing strategy. Nevertheless, the Brazilian social entrepreneurship's growth is explained by penetration pricing, variety in products and services, several distribution points and loyalty programs. For future research it is recommended to consider multi-level variables and to include other organizational areas.Objetivo: Explorar si existe alguna combinación causal de condiciones de marketing que afecten en la etapa de crecimiento de las propuestas de emprendimiento social en dos países emergentes: Brasil y México. Método: Se desarrolló una investigación de tipo exploratorio, aplicando un análisis configuracional cualitativo comparativo con 18 estudios de caso o unidades de estudio, nueve de cada país, para descubrir la combinación de condiciones clave de variables de marketing asociadas en la etapa de crecimiento de los emprendimientos estudiados. Principales Resultados: En México, el crecimiento se presenta con la presencia de un punto de distribución, acercamiento a múltiples mercados objetivo, misión híbrida y estrategia de precios de penetración. En Brasil, en cambio, el crecimiento se explica por los precios de penetración, la variedad de productos y servicios, los múltiples puntos de distribución y los programas de fidelización. Relevancia: Este trabajo es relevante por su contribución a la comprensión del papel de las variables de marketing en la supervivencia y la ampliación a la fase de crecimiento de los emprendimientos sociales sociales. Contribuciones Teóricas/Metodológicas: El artículo contribuye al avance del conocimiento de las capacidades de marketing en emprendimientos sociales en etapa de crecimiento en los países emergentes.  Escola Superior de Propaganda e Marketing - ESPM2022-12-19info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://internext.espm.br/internext/article/view/69510.18568/internext.v18i1.695Internext - International Business and Management Review ; Vol. 18 No. 1 (2023): Janeiro - AbrilInternext; v. 18 n. 1 (2023): Janeiro - Abril1980-4865reponame:Internextinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMspaenghttps://internext.espm.br/internext/article/view/695/479https://internext.espm.br/internext/article/view/695/480Copyright (c) 2022 Judith Cavazos Arroyo, Nadia Kassouf Pizzinattohttp://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessCavazos Arroyo, JudithPizzinatto, Nadia Kassouf2023-04-18T12:38:51Zoai:ojs.emnuvens.com.br:article/695Revistahttps://internext.espm.br/internextPRIhttps://internext.espm.br/internext/oaiinternext@espm.br1980-48651980-4865opendoar:2023-04-18T12:38:51Internext - Escola Superior de Propaganda e Marketing (ESPM)false
dc.title.none.fl_str_mv Marketing in social entrepreneurship: a comparative analysis between Brazil and Mexico: : a Comparative Analysis between Brazil and Mexico
Marketing en emprendimientos sociales: un análisis comparativo entre Brasil y México: un Análisis Comparativo entre Brasil y México
title Marketing in social entrepreneurship: a comparative analysis between Brazil and Mexico: : a Comparative Analysis between Brazil and Mexico
spellingShingle Marketing in social entrepreneurship: a comparative analysis between Brazil and Mexico: : a Comparative Analysis between Brazil and Mexico
Cavazos Arroyo, Judith
Social entrepreneurship, Marketing, Growth Stage, Emergent Countries.
emprendimiento social, marketing, etapa de crecimiento, países emergentes.
empreendedorismo social, marketing, estágio de crescimento, países emergentes.
title_short Marketing in social entrepreneurship: a comparative analysis between Brazil and Mexico: : a Comparative Analysis between Brazil and Mexico
title_full Marketing in social entrepreneurship: a comparative analysis between Brazil and Mexico: : a Comparative Analysis between Brazil and Mexico
title_fullStr Marketing in social entrepreneurship: a comparative analysis between Brazil and Mexico: : a Comparative Analysis between Brazil and Mexico
title_full_unstemmed Marketing in social entrepreneurship: a comparative analysis between Brazil and Mexico: : a Comparative Analysis between Brazil and Mexico
title_sort Marketing in social entrepreneurship: a comparative analysis between Brazil and Mexico: : a Comparative Analysis between Brazil and Mexico
author Cavazos Arroyo, Judith
author_facet Cavazos Arroyo, Judith
Pizzinatto, Nadia Kassouf
author_role author
author2 Pizzinatto, Nadia Kassouf
author2_role author
dc.contributor.author.fl_str_mv Cavazos Arroyo, Judith
Pizzinatto, Nadia Kassouf
dc.subject.por.fl_str_mv Social entrepreneurship, Marketing, Growth Stage, Emergent Countries.
emprendimiento social, marketing, etapa de crecimiento, países emergentes.
empreendedorismo social, marketing, estágio de crescimento, países emergentes.
topic Social entrepreneurship, Marketing, Growth Stage, Emergent Countries.
emprendimiento social, marketing, etapa de crecimiento, países emergentes.
empreendedorismo social, marketing, estágio de crescimento, países emergentes.
description The purpose of this research answers the question: what are the similarities and differences between marketing for the growth stage of social entrepreneurship practiced in Brazil and that practiced in Mexico? The results of the qualitative comparative (QCA) configurational analysis applied to 18 organizations in Brazil and Mexico show that, in the latter, growth is presented with one distribution point, an approach to various targets, a hybrid mission and a penetration pricing strategy. Nevertheless, the Brazilian social entrepreneurship's growth is explained by penetration pricing, variety in products and services, several distribution points and loyalty programs. For future research it is recommended to consider multi-level variables and to include other organizational areas.
publishDate 2022
dc.date.none.fl_str_mv 2022-12-19
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://internext.espm.br/internext/article/view/695
10.18568/internext.v18i1.695
url https://internext.espm.br/internext/article/view/695
identifier_str_mv 10.18568/internext.v18i1.695
dc.language.iso.fl_str_mv spa
eng
language spa
eng
dc.relation.none.fl_str_mv https://internext.espm.br/internext/article/view/695/479
https://internext.espm.br/internext/article/view/695/480
dc.rights.driver.fl_str_mv Copyright (c) 2022 Judith Cavazos Arroyo, Nadia Kassouf Pizzinatto
http://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2022 Judith Cavazos Arroyo, Nadia Kassouf Pizzinatto
http://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing - ESPM
publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing - ESPM
dc.source.none.fl_str_mv Internext - International Business and Management Review ; Vol. 18 No. 1 (2023): Janeiro - Abril
Internext; v. 18 n. 1 (2023): Janeiro - Abril
1980-4865
reponame:Internext
instname:Escola Superior de Propaganda e Marketing (ESPM)
instacron:ESPM
instname_str Escola Superior de Propaganda e Marketing (ESPM)
instacron_str ESPM
institution ESPM
reponame_str Internext
collection Internext
repository.name.fl_str_mv Internext - Escola Superior de Propaganda e Marketing (ESPM)
repository.mail.fl_str_mv internext@espm.br
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