Marketing in social entrepreneurship: a comparative analysis between Brazil and Mexico
: a Comparative Analysis between Brazil and Mexico
DOI:
https://doi.org/10.18568/internext.v18i1.695Keywords:
Social entrepreneurship, Marketing, Growth Stage, Emergent Countries.Abstract
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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