%0 Journal Article
%T A market approach to social value co
%A Marianna Sigala
%J Marketing Theory
%@ 1741-301X
%D 2019
%R 10.1177/1470593118772208
%X Literature on social entrepreneurship provides a limited understanding of how to generate social value. The article expands on a ¡°learning with the market¡± approach for developing a framework, explaining how social entrepreneurs can manage, get engaged with, form, and create (new) markets for co-creating social value and transformation. The applicability and implications of the framework are examined through a case study of a social restaurant (Mageires). Data collected from various restaurant stakeholders (customers, employees, suppliers, owners/founders, and other business partners) identified three market capabilities for generating social value and change: network structure (building networks with various stakeholders), market practices (e.g. institutionalization of ¡°new currencies¡± for conducting economic transactions, adoption of ethical, flexible, and all inclusive recruiting practices), and market pictures (e.g. use of a common terminology and performance metrics and generation of stakeholders¡¯ dialogues for creating intersubjective meanings)
%K Co-creation
%K learning with the market
%K market capabilities
%K market view
%K social entrepreneurship
%K social restaurants
%K social value
%U https://journals.sagepub.com/doi/full/10.1177/1470593118772208