본문 바로가기
KERD
논문KCI 등재

지속가능한 사회적기업을 위한 마케팅 개념에 관한 탐색적 연구

An Exploratory Study on Marketing Concepts for Sustainable Social Enterprise

지용승
한국경영사학회 (The Korean Academy Of Business Historians)|2021.11|경영사연구 (The Review of Business History)|제36권 제4호|pp. 77-108|DOI 10.22629/kabh.2021.36.4.004

0

조회

0

다운로드

2

인용

0

참고문헌

키워드

마케팅 전략Marketing Strategy사회적기업 마케팅지속가능한 사회적기업마케팅 지향성Marketing in Social EnterpriseSustainable Social EnterpriseMarketing Orientation
주제분류사회과학일반

초록

본 연구는 사회적기업에서 마케팅 분야의 개념화 부족에 따른 문제 인식과 함께 마케팅 역할에 관한 기존 문헌을 검토하여 체계적인 연구를 탐색해보고자 한다. 따라서 사회적기업에서 마케팅 지식 기반의 기존 주요 동향 및 문제점과 차이를 파악하고, 지속가능성을 위한 경로로서 마케팅의 역할을 탐구하는 것이 목적이다. 본 연구는 국내 및 국외학술지와 책을 검색하여 2000년부터 2020년까지 사회적기업 마케팅 관련 문헌 총 37편을 선정한 뒤 해당 논문에서 사용한 마케팅 방법을 분석하여 범주화하였다. 그 결과 사회적기업의 마케팅은 기존 영리 조직에서 채택한 마케팅 실무와 비교할 때 다른 문제와 도전 과제들이 있음을 시사한다. 사회적기업은 자원이 제한된 상황에서 이해관계자들의 다양한 기대를 해결해야만하고, 이는 곧 이들 기업에게 문제를 야기 시킨다. 또한 마케팅리소스 제약, 마케팅의 기존 사고방식 및 마케팅 기술 부족 등은 사회적기업에 마케팅 실무에서 영향을 제한하고 있다는 사실이다. 따라서 본 연구는 사회적기업이 지속가능한 경영을 위해 가치와 성과를 창출할 수 있는 마케팅 요소에 초점을 맞추는 새로운 모델과 방법을 탐구하는 개념적 틀과 근거를 제공하는데 있다. 본 연구가 사회적기업에서 마케팅과관련한 기존 문헌을 규명하고 분석하는 첫 번째 시도라는 것이다. 이는 다양한 마케팅 유형이 사회적기업에 미치는 결과에 대해 설명하고 마케팅 실무자와 정책입안자는 사회적기업의 사회적ㆍ경제적 성과를 달성할 수 있는 보다 현실적인 연구 결과를 제공한다. 이러한 관점에서 지속가능한 사회적기업이 마케팅 활동을 이해하고 실행하여 보다 더 나은성과와 수익을 창출하는 분석 기준을 마련함에 있어 의미있는 연구라고 할 수 있다.

Abstract

This study aims to explore systematic research by reviewing existing literature on marketing roles, along with problem recognition due to lack of conceptualization in marketing of social enterprise. Therefore, the purpose of this study is to identify existing major trends, problems and differences based on marketing knowledge in social enterprise, and to explore the role of marketing as a path for sustainability of social enterprise. This study searched domestic and foreign journals and books, selected a total of 37 marketing literatures of social enterprise from 2000 to 2020, and categorized the marketing methods used in the literature. As a result, the marketing of social enterprise suggests that there are other problems and challenges compared to the marketing practices adopted by existing for profit organizations. Social enterprise should address the various expectations of stakeholders in a resource-limited situation, which poses a problem for social enterprise. It is also the fact that marketing resource constraints, existing marketing mindset and lack of marketing skills limit the impact of marketing practices in social enterprises. Therefore, this study provides a conceptual framework and basis for exploring new models and methods that focus on marketing elements that enable social enterprises to generate social value and performance for sustainable management. This study is the first attempt to identify and analyze existing literature related to marketing in social enterprises. This explains the consequences of various marketing types on social enterprises, and provides more realistic research results for marketing practitioners and policy-makers to achieve social and economic performance, which are the dual purpose of social enterprises. From this perspective, it is a meaningful study in which sustainable social enterprise understands and implements marketing activities to create better performance and revenue.

참고문헌 (119)

  1. 강병준, "사회적기업의 활성화 요인: 거버넌스적 시각을 바탕으로" (2011), 한국학술정보
  2. 사회적기업 지원제도의 문제점과 개선방안, "국회입법조사처", 국회입법조사처, ~ (2014)
  3. 사회적경제기업 일자리 창출 지원방안, "관계부처합동", ~ (2020)
  4. 김연아, "사회서비스 기업이 마케팅 전략 연구: ㈜한신플러스케어의 마케팅 믹스(4P’s) 전략을 중심으로", 사회서비스연구, 5(1), pp.125~162 (2014)
  5. 코로나19 이후 한국 사회적경제기업의 경기여건 및 고용변화: 사회적경제기업 경기동향조사 자료를 중심으로, "김진영", 한국사회적기업진흥원, ~ (2020)
  6. Bod, D, "사회적기업 경영론" (2013), 시그마프레스
  7. 박철, "소규모 사회적기업과 소셜미디어 마케팅" (2017), 집문당
  8. 서정욱, "사회적 혁신가정신이 비영리 조직의 자원의존패턴에 미치는 영향에 대한 연구: 자원다양성, 자원경쟁성, 자원의존성을 중심으로", 행정논총, 53(4), pp.271~298 (2015), 한국행정연구소
  9. 오단이, "사회적경제를 위한 마케팅 실무" (2021), 공동체
  10. 이덕수, "사회적기업 현황과 지속가능성을 위한 제언", 한국산업정보학회논문지, 21(6), pp.95~106 (2016), 한국산업정보학회
  11. 이은선, "국내 사회적기업 조직군의 특성: 정책의 결과인가, 경쟁의 결과인가?", 한국정책학회보, 24(4), pp.617~642 (2015), 한국정책학회
  12. 임혁백, "사회적 경제와 사회적 기업" (2007), 송정문화사
  13. 장용석, "사회적 혁신 생태계 3.0" (2015), CS 컨설팅 & 미디어
  14. 정규진, "사회적 기업의 지속가능성에 대한 탐색적 연구- 자원의존이론의 관점을 중심으로 -", 한국정책학회보, 22(1), pp.171~202 (2013), 한국정책학회
  15. 조상미, "사회적기업의 폐업경험: 과정은 어떠하고 그 요인은 무엇인가?", 한국사회복지행정학, 19(1), pp.29~61 (2017), 한국사회복지행정학회[DOI]
  16. 조영복, "한국의 사회적기업 육성모델과 국제비교", 사회적기업연구, 4(1), pp.81~103 (2011)
  17. 지용승, "지역이 묻고 사회적경제가 답하다: 지역공동체 회복을 위한 대안은 무엇인가" (2021), 좋은땅
  20. 한 손에 잡히는 사회적기업, "한국사회적기업진흥원", ~ (2020)
  21. Akchin, D., "Non-profit marketing: just how far has it come?", Non-profit World, 19(1), pp.33~35 (2001)
  22. Andreasen, A. R., "Marketing social marketing in the social change marketplace", Journal of Public Policy & Marketing, 21(1), pp.3~13 (2002)
  23. Andreasen, A. R., "Strategic Marketing for Nonprofit Organizations" (2003), Prentice Hall
  24. Andereasen, A. R., "Transferring ‘marketing knowledge’ to the nonprofit sector", California Management Review, 47(4), pp.46~67 (2005)
  25. Austin, J., "Social Entrepreneurship and Commercial Entrepreneurship: Same, Different, or Both?" (2003), Harvard Business Review
  26. Battilana, J., "Building sustainable hybrid organizations: the case of commercial microfinance organizations", Academy of Management Journal, 53(6), pp.1419~1440 (2010)
  27. Battilana, Julie, "In Search of the Hybrid Ideal", Stanford Social Innovation Review, (Summer), pp.51~55 (2012)
  28. Bhattacharya, C. B., "Social Innovation, CSR, Sustainability, Ethics & Governance", pp.147~154 (2013), Springer
  29. Bjerke, B., "Entrepreneurial Marketing: The Growth of Small Firms in the New Economic Era" (2002), Edward Elgar
  30. Boschee, J., "Merging Mission and Merging Mission and Money: A Board Member’s Guide to Social Entrepreneurship" (1998), National Center for Nonprofit Boards
  31. "Strategic Marketing for Social Entrepreneurs" (2006)[URL]
  32. Boyer, D., "Report for SEED Research Programme", pp.115~139 (2008)
  33. Balance: Unlocking Performance in Social Enterprises, ESF Project Report, "Bull, M.", ~ (2006)
  34. Bull, M., "Balance: the development of a social enterprise business performance analysis tool", Social Enterprise Journal, 3(1), pp.49~66 (2007)
  35. Bull, M., "Business practices in social enterprises", Social Enterprise Journal, 1(2), pp.42~60 (2006)
  36. Carson, D., "Marketing planning in small enterprises: a model and some empirical evidence", Journal of Marketing Management, 5(1), pp.33~49 (1989)
  37. Carson, D., "Marketing and Entrepreneurship in SMEs: An Innovative Approach" (1995), Prentice-Hall International
  38. Chew, C., "Identifying the factors that influence positioning strategy in UK charitable organizations that provide public services: towards an integrated model", Non-profit and Voluntary Sector Quarterly, 38(1), pp.29~50 (2008)
  39. Cooper, L. G., "Strategic marketing planning for radically new products", Journal of Marketing, 64(1), pp.1~16 (2000)
  40. Dart, R., "The legitimacy of social enterprise", Nonprofit Management and Leadership, 14(4), pp.411~424 (2004)
  41. Davies, I. A., "Barriers to social enterprise growth", Journal of Small Business Management, 57(4), pp.1616~1636 (2018)
  42. Dees, J., "Enterprising non-profits", Harvard Business Review, 1(76), pp.54~67 (1998)
  43. Defourny, J., "Conceptions of social enterprise and social entrepreneurship in Europe and the United States: convergences and divergences", Journal of Social Entrepreneurship, 1(1), pp.32~53 (2010)
  44. Denzin, N., "Handbook of Qualitative Research" (1994), Sage
  45. Doherty, B., "Social enterprises as hybrid organizations: a review and research agenda", International Journal of Management Reviews, 16(4), pp.417~436 (2014)
  46. Drucker, P., "Managing the Non-profit Organization: Practices and Principles" (2001), Butterworth Heinemann
  47. Drumwright, M. E., "Socially responsible organizational buying: environmental concern as a noneconomic buying criterion", Journal of Marketing, 8(3), pp.1~19 (1994)
  48. DTI, "Social Enterprise: A Strategy for Success" (2002), Social Enterprise Unit
  49. Eisendhardt, K. M., "Building theories from case study research", Academy of Management Review, 14(4), pp.532~550 (1989)
  50. New social entrepreneurs: the success, challenge and lessons of non-profit enterprise creation, A Progress Report on the Planning and Start-up of Non-Profit Businesses, "Emerson, J.", Roberts Foundation Homeless Economic Development Fund, ~ (1996)
  51. Fillis, I., "Being creative at the marketing", entrepreneurship interface: lessons from the art industry, 2000, pp.2(2), 125~137
  52. Garrette, B., "Challenges in marketing socially useful goods to the poor", California Management Review, 52(4), pp.29~47 (2010)
  53. Gökbulut, Ö, "Entrepreneurial marketing and social value creation in Turkish art industry: an ambidextrous perspective", Journal of Research in Marketing and Entrepreneurship, 15(1), pp.39~60 (2013)
  54. Halligan, B., "Inbound Marketing" (2010), Wiley
  55. Hamby, A., "Solving complex problems: enduring solutions through social entrepreneurship, community action, and social marketing", Journal of Macromarketing, 37(4), pp.369~380 (2017)
  56. Harding, R, "Social Enterprise: The New Economic Engine?", Business Strategy Review, 15(4), pp.39~43 (2004)
  57. Hill, J., "A multidimensional study of the key determinants of effective SME marketing activity: Part 2", International Journal of Entrepreneurial Behaviour & Research, 7(6), pp.211~235 (2000)
  58. Hinterhuber, A., "Is it time to rethink your pricing strategy?", MIT Sloan Management Review, 53(4), pp.69~77 (2012)
  59. Hockerts, K., "Social Entrepreneurship", pp.142~154 (2006), Palgrave Macmillan
  60. Ionita, D., "Entrepreneurial marketing: a new approach for challenging times", Management and Marketing, 7(1), pp.131~150 (2012)
  61. Jenner, P., "Enhancing social enterprise sustainability: a value co-creation pathway", e-Journal of Social & Behavioural Research in Business, 8(1), pp.57~73 (2017)
  62. Kannampuzha, M. J., "Bricolage in the marketing efforts of a social enterprise", Journal of Research in Marketing and Entrepreneurship, 18(2), pp.176~196 (2016)
  63. Kerlin, J., "Social Enterprise in the United States and Europe: understanding and learning from the differences", Voluntas: International Journal of Voluntary and Nonprofit Organizations, 17(3), pp.246~262 (2006)
  64. Kotler, P., "Strategies for introducing marketing into non-profit organizations", Journal of Marketing, 43(1), pp.37~44 (1979)
  65. Kotler, P., "Strategic Marketing for Nonprofit Organizations" (1996), Prentice-Hall
  66. Kotler, P., "Social marketing: an approach to planned social change", Journal of Marketing, 7(86), pp.3~12 (1971)
  67. Kraus, S., "Entrepreneurial marketing: moving beyond marketing in new ventures", International Journal of Entrepreneurship and Innovation Management, 11(1), pp.19~34 (2009)
  68. Krishnan, T. V., "Optimal pricing strategy for new products", Management Science, 45(12), pp.1650~1663 (1999)
  69. Layard, R, "Happiness: Lessons from a New Science" (2005), Penguin Books
  70. Lazarsfeld, P. F., "The Process and Effects of Mass Communication", pp.554~578 (1971), University of Illinois Press
  71. Lefebvre, C., "Integrating cell phones and mobile technologies into public health practice: a social marketing perspective", Health Promotion Practice, 10(4), pp.490~494 (2009)
  72. Lefebvre, C., "An integrative model for social marketing", Journal of Social Marketing, 1(1), pp.54~72 (2011)
  73. Liamputtong, P., "Qualitative Research Methods" (2009), Oxford University Press
  74. Liu, G., "An investigation of marketing capabilities and social enterprise performance in the UK and Japan", Entrepreneurship Theory and Practice, 39(2), pp.267~298 (2015)
  75. Lindsay, G., "Societes cooperatives d’interet collectif: the arrival of social enterprise within the French social economy", Voluntas: International Journal of Voluntary and Nonprofit Organizations, 15(3), pp.265~286 (2004)
  76. Lusch, R. F., "Service-dominant Logic-a guiding framework for inbound marketing", Marketing Review, 26(1), pp.6~10 (2009)
  77. Lyon, F., "Mapping social enterprises: past approaches, challenges and future directions", Social Enterprise Journal, 5(1), pp.83~94 (2009)
  78. Macmillan, K., "Relationship marketing in the not-for-profit sector: an extension and application of the commitment-trust theory", Journal of Business Research, 58(6), pp.806~818 (2005)
  79. Madill, J., "Marketing social missions-adopting social marketing for social entrepreneurship? A conceptual analysis and case study", International Journal of Nonprofit and Voluntary Sector Marketing, 17, pp.341~351 (2012)
  80. Madill, J., "Canadian social enterprises: an empirical exploration of social transformation, financial self-sufficiency, and innovation", Journal of Nonprofit & Public Sector Marketing, 22(2), pp.135~151 (2010)
  81. Mair, J., "Social entrepreneurship research: a source of explanation, prediction and delight", Journal of World Business, 41(4), pp.36~44 (1987)
  82. Martin, R. L., "Social entrepreneurship: the case for definition", Stanford Social Innovation Review, 5(2), pp.28~39 (2007)
  83. McKague, K., "Bangladesh’s rural sales program: towards a scalable rural sales agent model for distributing socially beneficial goods to the poor", Social Enterprise Journal, 8(1), pp.16~30 (2012)
  84. Mendoza-Abarca, K. I., "Aligning economic and social value creation through pay-what-you-want pricing", Journal of Social Entrepreneurship, 7(1), pp.101~125 (2016)
  85. Mitchell, A., "Marketing and social enterprises : implications for social marketing", Journal of Social Marketing, 5(4), pp.285~306 (2015)
  86. Mitchell, A., "Social enterprise dualities: implications for social marketing", Journal of Social Marketing, 6(2), pp.169~192 (2016)
  87. Morris, M. H., "Entrepreneurial marketing: a construct for integrating emerging entrepreneurship and marketing perspectives", Journal of Marketing Theory and Practice, 10(4), pp.1~19 (2002)
  88. Nicholls, A, "Social Entrepreneurship: New Models of Sustainable Social Change", pp.1~35 (2006), Oxford University Press
  89. O’Donnell, A., "The network construct in entrepreneurship research: a review and critique", Management Decision, 39(9), pp.749~760 (2001)
  90. Entrepreneurship Interface, "Research at the Marketing", pp.1993, Omura, G. S.
  91. Patton, M., "Qualitative Research & Evaluation Methods" (2009), Sage
  92. Peattie, K., "Social Enterprises: Diversity and Dynamics, Contexts and Contributions" (2008), Social Enterprise Coalition
  93. Peredo, A. M., "Social entrepreneurship: a critical review of the concept", Journal of World Business, 41(1), pp.56~65 (2006)
  94. Pickett-Baker, J., "Pro-environmental products: marketing influence on consumer purchase decision", Journal of Consumer Marketing, 25(5), pp.281~293 (2008)
  95. Powell, M., "Can marketing contribute to sustainable social enterprise?", Social Enterprise Journal, 11(1), pp.24~46 (2015)
  96. Rangan, V. K., "Making sight affordable (innovations case narrative: the Aravind Eye Care System)", Innovations: Technology, Governance, Globalization, 2(4), pp.35~49 (2007)
  97. Reis, T. K., "Unleashing new resources and entrepreneurship for the common good: A scan, synthesis and scenario for action" (1999), W. K. Kellogg Foundation
  98. Roccelia, E. J., "The national high blood pressure education program: a description of its utility as a generic program model", Health Education & Behavior, 11(3), pp.225~242 (1984)
  99. Roundy, P. T., "Doing good while serving customers : charting the social entrepreneurship and marketing interface", Journal of Research in Marketing and Entrepreneurship, 19(2), pp.105~124 (2017)
  100. Santos, F., "Making hybrids work: Aligning business models and organizational design for social enterprise", California Management Review, 57(3), pp.36~58 (2015)
  101. Satar, M. S., "Use of marketing in social enterprises", International Journal of Social Entrepreneurship and Innovation, 4(1), pp.16~24 (2016)
  102. Shaw, E, "International Encyclopedia of Business and Management", pp.4667~4673 (2002), Thomson Learning
  103. Shaw, E., "Marketing in social enterprise context: is it entrepreneurial?", Social Enterprise Journal, 7(3), pp.194~205 (2004)
  104. Short, J. C., "Research in social entrepreneurship: past contributions and future opportunities", Strategic Entrepreneurship Journal, 3(2), pp.161~194 (2009)
  105. Singh, A., "Application of social marketing in social entrepreneurship: evidence from India", Social Marketing Quarterly, 21(3), pp.152~172 (2015)
  106. Silverman, D., "Doing Qualitative Research" (2010), Sage, Social Enterprise Coalition
  107. Spear, R., "Social enterprise for work integration in 12 European countries:a descriptive analysis", Annals of Public and Cooperative Economics, 76(2), pp.195~231 (2005)
  108. Stokes, D., "Entrepreneurial marketing in the public sector: the lessons of head teachers as entrepreneurs", Journal of Marketing Management, 18(3-4), pp.397~414 (2002)
  109. Sunley, P., "Financing social enterprise: social bricolage or evolutionary entrepreneurialism?", Social Enterprise Journal, 8(2), pp.108~122 (2012)
  110. Sutton, E., "Communicating a social agenda within HEIs: the role of the social enterprise mark", Social Enterprise Journal, 14(3), pp.328~347 (2018)
  111. Teasdale, S., "What’s in a Name? The Construction of Social Enterprise", Paper to the Public Administration Committee Conference (2010)
  112. Townsend, D., "Perceived institutional ambiguity and the choice of organizational form in social entrepreneurial ventures", Entrepreneurship: Theory & Practice, 32(4), pp.685~700 (2008)
  113. Tracey, P., "Toward a theory of social venture franchising", Entrepreneurship Theory and Practice, 31(5), pp.667~685 (2007)
  114. Varadarajan, R., "Strategic marketing and marketing strategy: domain, definition, fundamental issues and foundational premises", Journal of the Academy of Marketing Science, 38(2), pp.119~140 (2010)
  115. Vazquez, R., "Market orientation and social services in private non-profit organizations", European Journal of Marketing, 36(9-10), pp.1022~1046 (2002)
  116. Viswanathan, M., "Marketing interactions in subsistence marketplaces: a bottom-up approach to designing public policy", Journal of Public Policy & Marketing, 31(2), pp.159~177 (2012)
  117. Wheeler, David, "Creating Sustainable Local Enterprise Networks", MIT Sloan Management Review, 47(1), pp.33~40 (2005)
  118. Wong, A. H. K., "Social media, networking, and marketing performance: a study of social enterprises in Hong Kong" (2016), Lingnan University
  119. Yin, R. K., "Case Study Research Design and Methods" (2009), Sage

관련 논문AI추천

사회적 기업가정신과 시장지향성이 사회적기업의 경영성과에 미치는 영향김기중, 김은희, 현병환한국디지털정책학회 · 디지털융복합연구2021 · 제19권 제9호사회적기업의 지속가능성에 미치는 영향요인에 관한 연구: 경영 성과의 매개효과 및 시장지향성의 조절효과김권수, 박현숙한국상품학회 · 상품학연구2021 · 제39권 제3호시장지향성이 사회적 기업의 성과에 미치는 영향과 기업가정신의 조절효과 분석장성희, 하갑진한국창업학회 · 한국창업학회지2012 · 제7권 제2호사회적 기업가정신과 시장지향성이 기업성과에 미치는 영향에 관한 연구: 사회적 자본의 조절효과를 중심으로류동우, 추양현한국산업경영학회 · 경영연구2023 · 제38권 제1호사회적기업의 공감적 반응에 대한 연구옥정원사단법인 사회적기업학회 · 사회적가치와 기업연구2016 · 제9권 제1호사회적 기업의 사회적 목적과 영리적 목적의 양립 가능성에 대한 탐색적 분석여미영, 임재영사회과학연구소 · 사회과학연구2016 · 제42권 제1호

이 간행물의 다른 논문 (4건)

롯데그룹의 소유구조김동운pp. 5-24민간기업 인적자원관리 제도화를 통하여 본 사회적기업의 동형화 요인 탐색한성휘, 안지영pp. 25-44방탄소년단(BTS)의 성장역사와 성공요인: 본글로벌 이론의 관점에서박영렬, 최희정, 이은미pp. 45-75지속가능 인적자원관리 연구: 리뷰와 미래의 연구방향김기흥, 권인수, 한주희pp. 109-140
원문 보기