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TOWARDS A STRONGER SOCIAL ECONOMY IN LATVIA – PRACTICAL RECOMMENDATIONS FOR CLOSING INFORMATIONAL GAPS AND DRIVING SOCIAL ECONOMY
Social entrepreneurship has turned into a global movement hoping to fight various social and economic problems. Social enterprises combine a social mission with economic activities and often achieve their social impact and economic goals with limited resources, therefore an understanding of effective utilization of finances allocated for marketing purposes is extremely valuable but scarce. Social enterprises are also becoming increasingly recognized and researched in Latvia, however, marketing aspects have not been analyzed much and therefore are significant for enhancement of social economy in Latvia. The purpose of the research is to further investigate the most effective informational strategies for closing the informational gaps about social economy within Latvian society that were identified previously. Research methods used: analysis of scientific publications and previously conducted research and analysis of survey results conducted by Kristīne Casno. Research results indicate that the previously identified top three most preferred information channels (social networks, television and radio respectively) are equally effective for informing consumers with both low and high awareness levels of social economy in Latvia, except for a few nuances that are identified by Authors.
Vydanie: 2021/2 Strany: 15-28 Klasifikácia JEL: M14; M31; M38
DOI: https://doi.org/10.52665/ser20210202
Kľúčové slová: Social enterprise, social economy, information channels, social entrepreneurship, survey
Sekcia:
Kontakty:
Kristīne, Casno, Mg.sc.admin., cand. for doctoral student
University of Latvia, Faculty of Business, Economics and Management
Aspazijas bulv.5, Riga, LV-1050
E-mail: kristine_casno@yahoo.com
Daina, Šķiltere, Dr. oec. Professor
University of Latvia, Faculty of Business, Economics and Management
Aspazijas bulv.5, Riga, LV-1050
E-mail: Daina.Skiltere@lu.lv
Biruta, Sloka, Dr. oec. Professor
University of Latvia, Faculty of Business, Economics and Management
Aspazijas bulv.5, Riga, LV-1050
E-mail: Biruta.Sloka@lu.lv
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