Creating Social Value Through Social Enterprise Marketing: Case Studies from Thailand's Food-Focused Social Entrepreneurs

Marketing not only creates economic value for a social enterprise, it also must create social value. This paper adopts a case research to five Thailand's food social entrepreneurs to examine how a marketing strategy creates social value. The findings revealed that the majority of them addressed a social problem in a marketing strategy to benefit producers and society. Key contributions include proposing and validating a holistic set of propositions of social enterprise marketing with social value generation. Recommendations for social enterprise marketers and policy-makers are also provided so that they can improve a marketing strategy to address social problems.