Nascimento, Leandro da Silva; Steinbruch, Fernanda Kalil; … - In: Marketing Intelligence & Planning 39 (2021) 7, pp. 944-959
Purpose: Due to social enterprises' (SEs) relevance to social value creation, marketing increases its attention to these hybrid organizations. However, there is no consensus on how strategic marketing can improve SE performance. Thus, this paper aims to discuss how commercial, social and...