CREATING ORGANIZATIONAL SUSTAINABILITY IN SOCIAL ENTERPRISES: THE USE OF EVIDENCEBASED POSITIONING AND MARKET ORIENTATION

Social enterprises represent the evolution of the private sector with the social and public sector. The focus of this paper is to examine social enterprises and the creation of organizational sustainability through the use of the key marketing concepts of positioning and orientation. Evidence-based practices are studied as a means to enhance the effectiveness and impact of the two strategies. A key theme of the paper is the impact of stakeholders on the creation of organizational sustainability.