Review of drivers of marketing oriented social entrepreneurship in Sri Lanka and need for adopting marketing capabilities

Abstract

The objective of the paper is to give clear understanding of the social entrepreneurship and gives the importance of being marketing oriented and adopting marketing capabilities for Sri Lankan social entrepreneurship. While social entrepreneurs are changing their conventional method of social entrepreneurship, marketing orientation is very much essential for social entrepreneurs to become a commercial business with the attributes of assisting to the society as large. In order to be marketing oriented, social entrepreneurship should also adopt marketing capabilities. As per the previous studies, social entrepreneurs cannot determine which marketing capabilities are needed for social entrepreneurs. Therefore, there is a need for research on the marketing orientation and marketing capabilities adopted by social entrepreneurs.