Ec15 social enterprise
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EC15: Social Enterprise. 5. Creative Marketing Marcus Thompson University of Stirling. A Consumer Orientation An Exchange Moving Beyond the Individual Consumer. Determinants of Individual Ethics. Legal Interpretation. Organisational Factors. Individual Ethics. Individual Factors

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EC15: Social Enterprise

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Ec15 social enterprise

EC15: Social Enterprise

5. Creative Marketing

Marcus Thompson

University of Stirling


Ec15 social enterprise

  • A Consumer Orientation

  • An Exchange

  • Moving Beyond the Individual Consumer


Determinants of individual ethics

Determinants of Individual Ethics

Legal Interpretation

Organisational Factors

Individual Ethics

  • Individual Factors

    • Stages of Moral Development

    • Personal Values & Personality

    • Family Influences

    • Peer Influences

    • Life Experiences

    • Situational Factors

Barney, Jay B. & Griffin, Ricky W. The Management of Organizations. 1992, Houghton Mifflin Company, p. 720.


Social ethical delivery

Social & Ethical Delivery

  • appropriate and relevant

    • to meet individual and community preferences, wishes and needs);

  • available and accessible all

    • to everyone, or to those groups/individuals given explicit priority);

  • equitable

    • fair in the achievement of individuals or groups of people in similar circumstances;

  • acceptable

    • in terms of the quality of service provided, and the manner in which it is provided for, economic and efficient (from the viewpoint of service users, those who pay for services through rates and taxes, and the community as a whole)

  • Effective

    • in terms of the benefits they bring to users and the community.


Social marketing

social marketing

  • the products tend to be more complex.

  • demand is more varied.

  • target groups are more challenging to reach.

  • consumer involvement is more intense.

  • the competition is more subtle and varied.

A Synopsis of Social Marketing

by Lynn MacFadyen, Martine Stead and Gerard Hastings (1999)


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