An Investigation of Marketing Capabilities and Social Enterprise Performance in the UK and Japan
研究了八种营销能力对社会企业绩效的影响，发现并非所有营销能力都有正面作用，社会企业家应根据绩效目标选择性发展营销能力。
The purpose of this article is to extend the existing research on the relationship between eight different types of marketing capability and social enterprise performance. More specifically, we examine third–sector organizations that have transformed their traditional business model to become more business–like social enterprises and how these marketing capabilities influence the success of this transformation in both the UK and Japan. We identify, among other things, that not all marketing capabilities are positively associated with social enterprise performance. These findings challenge the conventional wisdom that market–driven organizations must develop all types of marketing capability. We suggest that social entrepreneurs should develop their marketing capabilities selectively according to their specific performance objectives.