JOURNAL OF MANAGEMENT POLICY AND PRACTICE
The Shift to “Social”: Social and Commercial Entrepreneurship Must Meld to Meet Changing Consumer Preferences
Author(s): Lauren Trabold Apadula, Carolyn E. Predmore
Citation: Lauren Trabold Apadula, Carolyn E. Predmore, (2019) "The Shift to “Social”: Social and Commercial Entrepreneurship Must Meld to Meet Changing Consumer Preferences," Journal of Management Policy and Practice, Vol. 20, Iss. 1, pp. 9-14
Article Type: Research paper
Publisher: North American Business Press
Social entrepreneurship has been defined in contrast to commercial entrepreneurship. This suggests that the expectations placed on a social entrepreneur are outside of the usual set of requirements for an entrepreneur. However, changes in consumer preferences suggest that this is not the case. A growing segment of consumers want to make purchases from companies that uphold values that are consistent with their own (Gerzema & D’Antonio, 2011; Ki & Kim, 2016; Noble, Haytko, & Phillips, 2009). Thus, it is important for entrepreneurs to move in the direction of “social” entrepreneurs.