Indiana Bonar and Paula Sonja Karlsson
Social enterprises are competitive businesses in the marketplace, yet insubstantial research has investigated how they market their businesses. This paper aims to investigate the…
Abstract
Purpose
Social enterprises are competitive businesses in the marketplace, yet insubstantial research has investigated how they market their businesses. This paper aims to investigate the impact a social enterprise label – “Buy the Good Stuff” – used in Edinburgh has had on consumer awareness and explore whether a possible national label could be used as a marketing tool by social enterprises in Scotland.
Design/methodology/approach
The study uses a mixed-methods approach, consisting of an online questionnaire with 100 participants and seven semi-structured interviews with representatives of social enterprises involved in the marketing campaign in Edinburgh and representatives of social enterprises who were not involved in the campaign.
Findings
Findings indicate that the label used in Edinburgh has had little impact on increasing consumer awareness of social enterprises. However, a national label has the potential to help social enterprises increase consumer awareness. Yet, successful implementation requires thorough design of the label and broad support for its promotion.
Practical implications
The paper offers insights into the implementation of a national label. Managers of social enterprises and social enterprise networks should consider the findings when adopting marketing activities.
Originality/value
Findings contribute to the sparse literature regarding marketing activities of social enterprises. The paper provides evidence that the broader social enterprise sector and its representatives in Scotland should re-evaluate their position on the introduction of a national label, given that one priority identified for the sector is to create and promote a social enterprise brand which the SE code is not focussed on.
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Paula Sonja Karlsson and Matt Offord
The purpose of this paper is to explore the impact the pandemic had on higher education institutions (HEIs), the opportunities they were able to harness, and whether they are…
Abstract
Purpose
The purpose of this paper is to explore the impact the pandemic had on higher education institutions (HEIs), the opportunities they were able to harness, and whether they are better prepared to deal with future disruptions as a result.
Design/methodology/approach
The authors do this by presenting a reflective case study using a combination of crisis and resilience theories as their analytical framework. Case studies are flexible research instruments allowing researchers to draw on both subjective experience and also established theoretical frameworks. Case studies can be used to intensively analyse a specific case from an organisation, sector, or personal perspective. Although the results are not usually generalisable, they can be insightful (Bell et al., 2022).
Findings
The authors found that, in this case, a continuity strategy relevant to the sector, already existed. However, a lack of knowledge meant that the strategy was not used straight away. This was costly in terms of staff and student well-being but, ultimately, HEIs adapted by converging on a practical solution, showing inherent resilience. Further research is necessary to ascertain whether robust business continuity plans would have made the transition smoother.
Originality/value
This paper specifically investigates higher education teaching from a crisis and resilience perspective, using a theoretical framework not previously used for the analysis of Covid-19 in HEIs.