Abstract

Social enterprises exist to provide answers to society's many challenges. Although social enterprises' objectives are nonprofit, contemporary commercial marketing strategies and practices are often used to influence socially beneficial behavioral change. Real-world cases in Hong Kong SAR are presented to illustrate how local social enterprises innovate and creatively apply commercial marketing practices to reach various social goals. Emerging issues and developments in social marketing and social entrepreneurship are also discussed. 

About the Speaker

Dr. Clara Kan is Senior Lecturer at the Department of Marketing of Hong Kong Baptist University. She was Lecturer at the School of Journalism and Communication in the Chinese University of Hong Kong. Prior to joining academia, Dr. Kan was Senior Vice-President and Marketing Director at PCCW Ltd （电讯盈科）, Head of Consumer Market at Hutchison Global Communications （和记电讯香港）, General Manager at HK CSL Ltd, Marketing Manager at American Express, and Account Manager at J. Walter Thompson. She is an Advisory Committee member of the Enhancing Self-Reliance program with Hong Kong SAR's Home Affairs Department and Social Entrepreneurship School Education Program (SEnSE) funded by the Sino-International Entrepreneurs Federation (SIEF). She is also a board member of the Fullness Social Enterprise Society and Fairtrade Hong Kong Foundation.