Social venture performance, impact and strategic marketing effectiveness in turbulent environments
Journal of Small Business and Enterprise Development
ISSN: 1462-6004
Article publication date: 24 November 2023
Issue publication date: 28 March 2024
Abstract
Purpose
The social venture (SV) is an increasingly popular form of organization to pursue social goals using a commercial approach. Although marketing plays an important role in SV research and a key driver of the performance of SVs, how and the extent to which market conditions play a role remains understudied. This study examines if market turbulence can moderate marketing capabilities and performance relationships.
Design/methodology/approach
The authors developed several hypotheses rooted in the marketing literature and tested them using data collected from a sample of 109 SVs from East Asia (i.e. Hong Kong and Taiwan). Using multiple regression analysis and structural equation modeling, the authors analyzed the marketing capabilities and financial and social performance relationships and the positive moderating role of market turbulence.
Findings
The results suggested that market turbulence is a positive moderator which influences the effect of the marketing capabilities–financial performance relationship, but not the marketing capabilities and social performance relationship.
Originality/value
This paper attempts to interrogate the SV's marketing capabilities–performance relationship in the East Asian context and how market turbulence may enhance or weaken the relationship. This is one of the earliest papers in this research area. The key findings from this research offer valuable theoretical contribution to the study of SV performance.
Keywords
Acknowledgements
The authors thanked all social enterprise founders and managers who participated in this research. The authors thanked the directors of Fullness Social Enterprises Society for their various support in this research.
Citation
Lee, K.M.E., Chandra, Y. and Lee, H. (2024), "Social venture performance, impact and strategic marketing effectiveness in turbulent environments", Journal of Small Business and Enterprise Development, Vol. 31 No. 2, pp. 232-251. https://doi.org/10.1108/JSBED-11-2022-0469
Publisher
:Emerald Publishing Limited
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