The purpose of this paper is to argue for an integrative model of social enterprises (SE) and social marketing (SM) to usher in desirable change, instead of the currently adopted either/or approach. We offer the shadow framework to integrate these two paradigms in the context of peace-building organizations.

Author(s)
Partha Sarathi Roy
Paromita Goswami

Url
https://www.emerald.com/insight/content/doi/10.1108/JSOCM-08-2018-0088/full/html