The difficulties involved in operating social enterprises are well noted in the literature. Existing research focuses on improving the business performance of such enterprises through networking activities. However, no study thus far has investigated the implications of networking on social enterprises within the geographical context of Hong Kong. Given that social enterprises generally lack funding for marketing activities, the current study investigates how the use of a cost-effective marketing strategy, i.e., networking, may improve the marketing and business performance of social enterprises in Hong Kong. In-depth interviews were conducted with the social entrepreneurs or marketing staffs of five social enterprises. This study discovers that networking appears to be an effective way for social enterprises and other ordinary companies to explore business opportunities. Furthermore, compatibility between industry characteristics and the community being served reflects a successful business partnership.
Business performance, Marketing performance, Networks, Networking, Social enterprise
