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Strategic orientations and the performance of SEOs

Laufzeit: ab 01.01.2014

Partner: Prof. Dr. Carsten Baumgarth (Berlin School of Economics and Law) Prof. Dr. Klaus-Peter Wiedmann (Leibnitz University Hannover) Prof. Dr. Jörg Henseler (University of Twente, Enschede, The Netherlands) Prof. Dr. Holger J. Schmidt (Koblenz University of Applied Sciences) Florian Lückenbach (Koblenz University of Applied Sciences)

Kurzfassung


International attention is increasingly being drawn to Social Entrepreneurial Organizations (SEOs). Basically, these business concepts strive by innovative means to solve social, environmental or societal problems while working profitably. Studies on social enterprises commonly focus on the purpose of social businesses, while findings on social entrepreneurship generally emphasize the processes underlying innovative and entrepreneurial activity for social purposes. So far, little attention...International attention is increasingly being drawn to Social Entrepreneurial Organizations (SEOs). Basically, these business concepts strive by innovative means to solve social, environmental or societal problems while working profitably. Studies on social enterprises commonly focus on the purpose of social businesses, while findings on social entrepreneurship generally emphasize the processes underlying innovative and entrepreneurial activity for social purposes. So far, little attention has been given to the influence of different strategic orientations on the performance of these new, hybrid types of social businesses. Since highly complex social tasks ask for a sophisticated and differentiated strategic approach in order to deal with the relevant challenges, this is most astonishing.

In the first step of this project, a conceptual model is described that addresses how market, entrepreneurial and brand orientation influence the success of different kinds of SEOs. We then, in a second step, offer a framework to measure the strategic orientations and the performance of such organizations. Finally, in a third step, we conduct an empirical analysis to measure the impact of different strategic orientations on the overall performance of SEOs.
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