【Speaker】Subhasis Ray, Professor, Xavier University, Bhubaneswar, India

【Topic】Marketing of Social Enterprises: The Role of Value Creation through Relationship Marketing

【Time】Tuesday, June 12, 13:30-15:00

【Location】501, Wei Lun Building, Tsinghua SEM

【Language】English

【Organizer】Department of Leadership and Organization Management

【Abstract】The purpose of this article is to understand the role of relationship approach to marketing in the acceptability of a social venture and the innovative solution that it is offering. The authors suggest that if SEs are successful in building relationship with their consumers, they can offer more value not only through their products/services but also through lesser resistance to and increasing adoptions of useful social innovations. The authors are of the view that relationship marketing principles and practices can be used for better value creation by SEs. Such value creation includes sharing information about the SE, answering consumer queries and handholding throughout the adoption cycle. The problems SEs face and how a relationship marketing based approach and solve them is illustrated through a case study of a community based fishery project in India.

【Keywords】Relationship marketing, social innovation, social enterprise, value creation, India