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dc.contributor.authorKannampuzha, Merie Joseph
dc.contributor.authorSuoranta, Mari
dc.date.accessioned2017-02-28T07:46:01Z
dc.date.available2017-02-28T07:46:01Z
dc.date.issued2016
dc.identifier.citationKannampuzha, M. J., & Suoranta, M. (2016). Bricolage in the marketing efforts of a social enterprise. <i>Journal of Research in Marketing and Entrepreneurship</i>, <i>18</i>(2), 176-196. <a href="https://doi.org/10.1108/JRME-07-2015-0039" target="_blank">https://doi.org/10.1108/JRME-07-2015-0039</a>
dc.identifier.otherCONVID_26387842
dc.identifier.otherTUTKAID_72114
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/53131
dc.description.abstractPurpose The paper aims to understand how resource constraints are addressed in the development of a marketing strategy by a social enterprise. Design/methodology/approach The authors have used an in-depth case study of collaboration between a Finnish university and an Indian social enterprise as the methodology for the research in which the data were collected over a period of two years. The data involve semi-structured interviews, field notes and student reports. Findings The authors propose bricolage as a method of marketing ingenuity in resource-constrained social enterprises. Network bricolage and entrepreneurship education bricolage were identified as two mechanisms adopted to address resource constraints in the early stage of the development of a social enterprise. Further studies need to be conducted to test the applicability of network bricolage among a variety of small and medium-sized enterprises and start-ups. Bricolage could be explored in more detail as an alternative to resource leveraging to understand the marketing activities of social businesses in their initial stages. Research limitations/implications Network bricolage is a type of bricolage in which an entrepreneur utilizes existing personal and professional networks as a resource at hand. Although networking and resource leveraging imply that the founders of an organization pursue resources from previously unknown people, network bricolage involves already known contacts of the entrepreneur. Practical implications Another type of bricolage that observed by the authors was entrepreneurship education bricolage. A combination of students, business mentors and university resources such as faculty members was utilized as an ingenuity mechanism to develop creative solutions for a shortage of marketing resources. Originality/value The theoretical framework of entrepreneurial bricolage is applied in the context of the marketing of a social enterprise.
dc.language.isoeng
dc.publisherEmerald Group Publishing Limited
dc.relation.ispartofseriesJournal of Research in Marketing and Entrepreneurship
dc.subject.otherentrepreneurial marketing
dc.subject.otherbricolage
dc.subject.othernetwork bricolage
dc.titleBricolage in the marketing efforts of a social enterprise
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-201702241518
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineStrategia ja yrittäjyysfi
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.contributor.oppiaineStrategy and Entrepreneurshipen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.date.updated2017-02-24T07:15:07Z
dc.type.coarhttp://purl.org/coar/resource_type/c_2df8fbb1
dc.description.reviewstatuspeerReviewed
dc.format.pagerange176-196
dc.relation.issn1471-5201
dc.relation.numberinseries2
dc.relation.volume18
dc.type.versionacceptedVersion
dc.rights.copyright© Emerald Group Publishing, 2016. Permission has been granted for this version to appear in the insitutional repository. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
dc.rights.accesslevelopenAccessfi
dc.subject.ysososiaaliset yritykset
dc.subject.ysoresurssit
jyx.subject.urihttp://www.yso.fi/onto/yso/p11851
jyx.subject.urihttp://www.yso.fi/onto/yso/p19352
dc.relation.doi10.1108/JRME-07-2015-0039
dc.type.okmA1


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