MKGT ES2
Social enterprises face unique challenges with regards to their growth into new markets. Many non-profit organization serves a neglected community, but they tend to neglect tools for market strategies and research for the ethical/impact products. Digital Divide Data had grown from a small IT outsourcing company in Cambodia to an internationally recognized social enterprise. In 2009, the company was weighing how best to grow while safeguarding its social mission: to offer training and employment to disadvantaged youth. This case tells the importance of understanding the strategic choices and constraints faced by social-mission nonprofits that offer services in competitive business environments. Instructions 1. Read the Chapter 12: Service Marketing 2. Understanding the characteristics of service products (e.g., people-based, intangibility) 3. Read the case: . Digital Divide Data offered by MIT Sloan Management School 4. After reading the case, answer the following four questions: Note: Please do not share this case with others. Questions: • Q1: What has made DDD successful so far? (minimum 100 words). • Q2: What are its constraints? (minimum 100 words). • Q3: Which strategy or strategies should DDD pursue? (minimum 100 words). • Q4: As a customer, how much do you care social value? Can it be a critical purchase factor over other competing products with less social value? Refer to the below article https://www.forbes.com/sites/kellerfaygroup/2012/07/02/focus-on-customers-with-social-value/#5ea7404f5251 ?