EKSPLORASI SWEET SPOT DALAM STATE OF THE ART PEMASARAN SOCIAL ENTERPRISE DARI PERSPEKTIF ENTREPRENEURIAL
Abstrak
Penelitian ini bertujuan untuk mengeksplorasi trend serta mengidentifikasi kesenjangan penelitian pemasaran social enterprise dari perspektif entrepreneurial. Kami mengadopsi studi pemetaan sistematis untuk menganalis serta mengidentifikasi literatur entrepreneurial marketing pada social enterprise. Secara keseluruhan menghasilkan 153 penelitian yang dimulai dari tahun 1995 sampai dengan 2021 dengan klasifikasi berdasarkan fokus, metode serta jenis penelitian. Hasil identifikasi 59 artikel dipetakan, disintesiskan guna memperoleh ketersediaan bukti penelitian entrepreneurial marketing pada social enterprise. Tahun 2016 trend penelitian meningkat dengan dominan distribusi artikel berasal dari negara Inggris sebesar 22.03%. Entrepreneurial orientation menjadi fokus penelitian paling umum dengan 30.15%, diikuti jenis penelitian evaluation research dengan 27.12%. Selanjutnya metode penelitian paling umum case study dengan 27%. Studi pemetaan ini memberikan wawasan sistematis untuk mengeksplorasi heterogenitas dari fokus, jenis dan metode penelitian pada social entrepreneurship dalam melihat sweet spot yang memungkinkan evaluasi terkait tantangan arah penelitian di masa depan.
This research aims to explore trends and identify gaps in social enterprise marketing research from an entrepreneurial perspective. We adopted a systematic mapping study to analyse and identify entrepreneurial marketing literature on social enterprises. The research resulted 153 studies starting from 1995 to 2021 with classification based on the focus, method and type of research. The results of identification of 59 articles were mapped, synthesized to obtain the availability of research evidence of entrepreneurial marketing in social enterprises. 2016 showed an increasing research trend with the dominant distribution of articles coming from the UK at 22.03%. Entrepreneurial orientation was the most common research focus with 30.15%, followed by research type evaluation research with 27.12%. Furthermore, the most common research method is a case study with 27%. This mapping study provides systematic insights to explore the heterogeneity of the focus, types and methods of research on social entrepreneurship to identify sweet spots that enable evaluation of the challenges of future research directions.
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DOI: https://doi.org/10.24198/responsive.v6i4.52588
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