Customer's Social Value Perception and Enterprise's Sustainability : Focus on Social Enterprise

The concept of Creating Shared Value was emerged due to the necessity of paradigm for the increase of ethical consumption and sustainable growth. Creating Shared Value indicates creation of social value by enterprises` activity itself while it is seeking for economic profit (Porter and Kramer, 2011). It is in line with the concept of Social Enterprise which pursue both social and economic value simultaneously. Nevertheless, Social Enterprise has various structural problems and was questioned for its sustainability. Therefore, this paper drives from a key question. “Can Social Enterprise` social value be differential capability compared with its competitors?” This paper intends to investigate social value as the differential capability for Social Enterprise and examine the measure to strengthen marketing capability for Social Enterprise.