Study of the entrepreneurship and social marketing strategies of the BioFactory (BioMudaSe) in Sergipe-Brazil
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Abstract
Third sector organisations are becoming increasingly important in society as models of social change and entrepreneurship. This article looks at the use of social marketing mix as a management strategy within organisations of this type. The article uses a case study methodology to examine the use of marketing mix strategies by the Seedling Biofactory in Sergipe (BioMudaSe) as an example of social entrepreneurship. Data for the study were collected from a series of interviews and analysis of articles and the BioMudaSe management model. The results found that BioMudaSe depends on the demand for projects from different stakeholders, especially the state government of Sergipe, and that the company does not have a well-defined marketing mix. Nevertheless, the study also showed that BioMudaSe promotes social change in the State of Sergipe through its innovative use of biotechnology.
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