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Organizational learning and marketing capability development: a study of the charity retailing operations of British social enterprise

Organizational learning and marketing capability development: a study of the charity retailing operations of British social enterprise
Organizational learning and marketing capability development: a study of the charity retailing operations of British social enterprise
Social enterprise is a hybrid form of profit- and social benefit–seeking organization whereby traditional nonprofit organizations pursue both their social mission and business opportunities. To embrace this new strategic direction shift, the nonprofit organizations need to develop new competences that will enable them to respond to the changes in the business model. The article investigates the learning mechanisms through which social enterprises develop a marketing capability to deploy their resources in the marketplace as the drivers of competitive advantage in their commercial practice. We study eight cases of U.K.-based charity retailers to address the role of knowledge accumulation, articulation, and codification process in the evolution of marketing capability development. We identify, among other things, that the critical process of organizational learning for social enterprise is to transfer the experience into organization-specific knowledge under the social aspects of constraints.
0899-7640
580-608
Liu, Gordon
007f9930-f197-4b10-88a6-f20102249711
Ko, Wai Wai
b6862b69-bb89-4c9b-adee-847727150b31
Liu, Gordon
007f9930-f197-4b10-88a6-f20102249711
Ko, Wai Wai
b6862b69-bb89-4c9b-adee-847727150b31

Liu, Gordon and Ko, Wai Wai (2012) Organizational learning and marketing capability development: a study of the charity retailing operations of British social enterprise. Nonprofit and Voluntary Sector Quarterly, 41 (4), 580-608. (doi:10.1177/0899764011411722).

Record type: Article

Abstract

Social enterprise is a hybrid form of profit- and social benefit–seeking organization whereby traditional nonprofit organizations pursue both their social mission and business opportunities. To embrace this new strategic direction shift, the nonprofit organizations need to develop new competences that will enable them to respond to the changes in the business model. The article investigates the learning mechanisms through which social enterprises develop a marketing capability to deploy their resources in the marketplace as the drivers of competitive advantage in their commercial practice. We study eight cases of U.K.-based charity retailers to address the role of knowledge accumulation, articulation, and codification process in the evolution of marketing capability development. We identify, among other things, that the critical process of organizational learning for social enterprise is to transfer the experience into organization-specific knowledge under the social aspects of constraints.

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Published date: August 2012
Organisations: Southampton Business School

Identifiers

Local EPrints ID: 370488
URI: http://eprints.soton.ac.uk/id/eprint/370488
ISSN: 0899-7640
PURE UUID: 2fd71c60-1fd4-4eaf-9106-d9a40436e30f
ORCID for Wai Wai Ko: ORCID iD orcid.org/0000-0002-6637-6591

Catalogue record

Date deposited: 29 Oct 2014 13:44
Last modified: 03 Dec 2019 01:34

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