• Amritha Jessica Samson
• Ms. S. Gayathri

One of the functions of Marketing is ‘value creation for society’. Hence, value-driven social enterprises adopt this marketing concept called Vincentian Marketing Orientation (VMO). It refers to a philosophy of management based on a theology of business ethics adopted by social enterprises to meet their social objectives while ensuring financial sustainability. VMO is a moral framework that is centred on working towards the betterment of the oppressed in the society in an efficient and effective manner. The drivers of VMO include serving the poor and the ostracized people of the society, efficient and effective operation of business, and value-driven management. Social enterprises are therefore organisations that are established for a social cause but follow a “for-profit” business model. Marketing by social enterprises also focus on addressing human needs. Hence, a marketing orientation is of vital importance for the effective management of social enterprises. Since limited research has been done on marketing in the context of social enterprises, there arises the need for the study which focusses on a value based marketing approach adopted by social enterprises. Objectives of the study The objectives of the study:i) To examine the factors of VMO, social performance and environmental performance ii) To determine whether enhanced social and environmental performance is an outcome of a Vincentian Marketing Orientation. Research Methodology The study was conducted with a sample of 10 social enterprises using a structured questionnaire on a 5 point Likert scale ranging from “Strongly Agree” to “Strongly Disagree”. The Statistical tools used were Weighted Mean and Correlation.

Vincentian marketing orientation, social enterprise, social performance, environmental performance, value based marketing, human needs

"Vincentian Marketing Orientation exhibited by Social Enterprises", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.51-60, January-2019, Available :http://www.jetir.org/papers/JETIRV006009.pdf

"Vincentian Marketing Orientation exhibited by Social Enterprises", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp51-60, January-2019, Available at : http://www.jetir.org/papers/JETIRV006009.pdf