THE MARKETING OF SOCIAL ENTERPRISES: Understanding the concepts of marketing and market orientation of social enterprises within the context of Pakistani market

The concepts of social entrepreneurship and social enterprises have been extensively discussed in the previous two decades, yet the topic is still not matured yet. Most of the available literature is focused on defining these terms. Similarly, limited number of authors has discussed the marketing function of these enterprises or how marketing is interpreted in social entrepreneurship models. However, there is a plethora of literature on marketing entailing many different theories, amongst which the newest one is the “market orientation concept”. Market orientation is a mix of customer orientation, competitor orientation and inter-functional coordination suggesting marketing to be a part of the business philosophy. This study focuses on the marketing and market orientation of social enterprises while giving an overview of the literature of marketing and market orientation in social enterprises. This study aims to provide two basic questions, 1) what is the literature on marketing and market orientation of social enterprises while explaining the literature of social enterprises in Pakistan and 2) how these concepts are interpreted in social enterprises in Pakistani market. Key features of research methodology include case study approach while conducting thematic analysis using thematic networks. The results indicate that only a limited number of authors have discussed market orientation concept in social enterprises. The results from the interview data indicate the usage of marketing by a firm unconsciously without a specific marketing department. In addition to that, it has been found that in social enterprise world competition is tackled through a win-win approach with a view that many enterprises working for society improve the society which is the basic mission of any social enterprise. The data also showed that in Pakistani market, social enterprise concept is not legally used yet, which allows for more room for innovation. This study intends to give a new perspective to the theorists to use market orientation concept in social enterprises and also to managers to use marketing as their business philosophy in order to satisfy the stakeholders for better delivery of their businesses and as well for social good.

Students’ Self-Report of Motivational Orientation and Teacher Evaluation on Coping and Motivational Orientation Related to Elementary Students’ Mathematical Problem Solving and Reading Comprehension

The present study examined the correlations between motivational orientation and students’ academic performance in mathematical problem solving and reading comprehension. The main purpose is to see if students’ intrinsic motivation is related to their actual performance in different subject areas, math and reading. In addition, two different informants, students and teachers, were adopted to check whether the correlation is different by different informants. Pearson’s correlational analysis was a major method, coupled with regression analysis. The result confirmed the significant positive correlation between students’ academic performance and students’ self-report and teacher evaluation on their motivational orientation respectively. Teacher evaluation turned out with more predictive value for the academic achievement in math and reading. Between the subjects, mathematical problem solving showed higher correlation with most of the motivational subscales than reading comprehension did. The highest correlation was found between teacher evaluation on task orientation and students’ mathematical problem solving. The positive relationship between intrinsic motivation and academic achievement was proved. The disparity between students ’ self-report and teacher evaluation on motivational orientation was also addressed with the need of further examination.