Marketing and Process Innovation: Case Studies of Thailand is Green Social Entrepreneurs

Name: Sorawadee Srivetbodee

Address: 333 Moo1, Thasud, Muang, Chiang Rai 57100

Organization : Research Administration Division, Mae Fah Luang University

Email : ask.library@mfu.ac.th

keyword: Marketing Innovation

ThaSH: Humanities

; Process Innovation

ThaSH: Social sciences

; Bio-packaging and Products

ThaSH: Green marketing

; Green Social Enterprise in Asia

ThaSH: Green products

ThaSH: Organic living

Abstract: Innovation or a new method of implementing things is an integral tool for every organization, including social enterprises. In developing nations, it is necessary for innovations to be integrated in the social enterprise marketing and process (Distanont et al., 2019). The study aims to investigate marketing and process innovation, key practice, and challenges. To align with this objective, the study employed a qualitative research methodology using case studies of two Thai green social entrepreneurs, which met the criteria for social enterprises (i.e., strong environmental missions, eco-friendly products and production, sales activity in a marketplace), and were relevant to the study theme, which is use of marketing and process innovation to achieve their environmental goals. Findings reveal that the cases uniquely embrace innovations in their marketing mix including product, price, place, promotions), and process. The findings add to the knowledge base in this important field and provide guidance to future green social entrepreneurs on how to embed innovation into the implementation of marketing strategy and operations.

มหาวิทยาลัยแม่ฟ้าหลวง. ศูนย์บรรณสารและสื่อการศึกษา

Address: เชียงราย

Email: library@mfu.ac.th

Modified: 2565-10-05

Issued: 2565-10-05

บทความ/Article

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MFU Connexion: Journal of Humanities and Social Sciences (2021) Vol.10 (2): 112-125

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