Social innovation and its diffusion: Social marketing and social entrepreneurship

The research project aims at identifying success factors of new and target group specific marketing strategies for innovative social action. Those marketing strategies initiate both problem awareness as well as willingness to get active. Therefore the project wants to analyse how social entrepreneurs encourage people not only for donations but also to get active to contribute to social change. The project focuses on new communication strategies like social media and event culture and wants to analyse environment and development cooperation initiatives. As Social entrepreneurship, social investment und social marketing have their origin in North America and are still influenced by its culture, we want to analyse and discuss differences and similarities of social marketing approaches in Germany and North America in order to learn more about their success, impact and replicability.