embeddedness, a not-for-profit orientation and the
challenges posed by social exclusion may influence
the entrepreneurial marketing activities of social
enterprises. Second, given the restricted resource
base from which social enterprises operate and the
challenges posed by social exclusion, it can be
suggested that in common with entrepreneurial,
small firms, social enterprises have to adopt
entrepreneurial and creative approaches to their
marketing if they are to resolve the social problems
which they are established to address. Third, as
few participants spoke specifically of marketing, it
can be further suggested that within social
enterprise, the management and position of
marketing is similar to that of organisations which
embrace entrepreneurial marketing (Bjerke and
Hultman, 2002; Carson et al., 1995).