dc.contributor.author |
Mansour, Sara Ghassan |
dc.date.accessioned |
2020-03-27T16:54:31Z |
dc.date.available |
2020-03-27T16:54:31Z |
dc.date.issued |
2018 |
dc.date.submitted |
2018 |
dc.identifier.other |
b2205361x |
dc.identifier.uri |
http://hdl.handle.net/10938/21544 |
dc.description |
Project. M.B.A. American University of Beirut. Suliman S. Olayan School of Business, 2018. Pj:1952 |
dc.description |
First Reader : Dr. Alain Daou, Assistant Professor, Suliman S. Olayan School of Business ; Second Reader : Dr. Bettina Lynda Bastian, Assistant Professor, Suliman S. Olayan School of Business. |
dc.description |
Includes bibliographical references (leaves 41-43) |
dc.description.abstract |
Marketing a social enterprise that sells luxury products is complex due to the duality of missions of a social enterprise and the heterogeneity of stakeholders. This case project attempts at segmenting the beneficiaries of social enterprises and examining whether or not highlighting the social mission when communicating the brand identity is beneficial or relevant. First, the terms ‘luxury’ and ‘social entrepreneurship’ are defined, and some marketing aspects related to selling luxury and to social enterprises are examined. Then a framework is presented to simplify the complexity of marketing a luxury social enterprise. An in-depth case study about Senteurs d’Orient, a social enterprise in Lebanon, is conducted and findings are examined to portray a real-life example of the complexity of the case. Finally, after applying the framework to the specific case of Senteurs d’Orient, recommendations are given to the management and to practitioners in the field. |
dc.format.extent |
1 online resource (viii, 43 leaves) |
dc.language.iso |
eng |
dc.subject.classification |
Pj:001952 |
dc.subject.lcsh |
Luxuries -- Marketing. |
dc.subject.lcsh |
Business enterprises. |
dc.subject.lcsh |
Entrepreneurship. |
dc.subject.lcsh |
Marketing. |
dc.title |
Marketing a luxury social enterprise. |
dc.type |
Student Project |
dc.contributor.department |
School of Business |
dc.contributor.faculty |
Suliman S. Olayan School of Business |
dc.contributor.institution |
American University of Beirut |