Marketing and Process Innovation: Case Studies of Thailand’s Green Social Entrepreneurs

Main Article Content

Sorawadee Srivetbodee


Innovation or a new method of implementing things is an integral tool for every organization, including social enterprises. In developing nations, it is necessary for innovations to be integrated in the social enterprise marketing and process (Distanont et al., 2019). The study aims to investigate marketing and process innovation, key practice, and challenges. To align with this objective, the study employed a qualitative research methodology using case studies of two Thai green social entrepreneurs, which met the criteria for social enterprises (i.e., strong environmental missions, eco-friendly products and production, sales activity in a marketplace), and were relevant to the study theme, which is use of marketing and process innovation to achieve their environmental goals. Findings reveal that the cases uniquely embrace innovations in their marketing mix including product, price, place, promotions), and process. The findings add to the knowledge base in this important field and provide guidance to future green social entrepreneurs on how to embed innovation into the implementation of marketing strategy and operations.

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How to Cite
Srivetbodee, S. (2021). Marketing and Process Innovation: Case Studies of Thailand’s Green Social Entrepreneurs. Connexion: Journal of Humanities and Social Sciences, 10(2), 112–125. Retrieved from
Research article


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