SAPANA : creating a marketing tool for social enterprises

• Autor(a) principal: Gomes, Jéssica Daniela Santos
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/26259
• topic: Social entrepreneurship; Social value; Service-dominant logic; Empreendorismo social; Lógica dominante do serviço; Valor social; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This thesis presents the issue of self-sustainability of social enterprises through the example of Sapana. This organization aims at developing a marketing tool for other social enterprises use, so they can simultaneously work effectively and reach their social mission. Starting by questioning ―How can social enterprises develop marketing tools to help social and economic value co-creation?‖ my research intends to identify the company‘s critical practices and methodology that were adopted, enabling the creation of both social and economic value by constantly involving critical stakeholders. With my analysis I propose essential components that should be present in the marketing tool. Social enterprises can adapt them to their business strategy, in order to effectively engage in the value co-creation process. This study can function as a guideline to social enterprises by offering them simple rules to succeed with their projects. They can find advice to shape their primary features in order to reach self-sustainability in the long-term.