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Alternative Marketing Approaches for Entrepreneurs

Björn Bjerke

Consumers have, to a large extent, become their own producers; they are more aware of marketing and are active in adding value to the products and experiences they want. By assessing customers as active agents rather than passive consumers, Björn Bjerke explores alternative ways of marketing for new businesses and social entrepreneurial ventures.
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Chapter 3: Knowledge development of social entrepreneurship

Björn Bjerke

Extract

Despite being a young academic subject, social entrepreneurship is surprisingly broad in its orientation. This chapter discusses its short history, the differences between social entrepreneurship in the public sector, the business sector and the citizen sector, its relationship to ‘place’ as opposite to ‘space’, the role it can play in local community development, and how it is related to citizen capital and governance.

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