International Social Entrepreneurship and Social Value Creation in Cause-Related Marketing through Personal Relationships and Accountability

Eng, Teck-Yong and Ozdemir, Sena and Gupta, Suraksha and Kanungo, Rama (2020) International Social Entrepreneurship and Social Value Creation in Cause-Related Marketing through Personal Relationships and Accountability. International Marketing Review, 37 (5). pp. 945-976. ISSN 0265-1335

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Abstract

Drawing on the resource based view (RBV) and literature on relational embeddedness and network ties, we examine how personal relationships of international social entrepreneurs and accountability of social enterprises influence social value creation in cause-related marketing (CRM) of three UK-based international charities. The study also explores how personal relationships of international social entrepreneurs affect accountability of social entrepreneurship for social value creation of non-profit organizations in the UK context. The findings revealed through the case study method highlight the importance of personal relationships between charity and commercial organizations across borders closely allying corporate social responsibility. In international social entrepreneurship, social value creation is facilitated by accountability of social goals while trust-based personal relationships assist access to commercial opportunities.