ПРЕДПРИЕМАЧЕСКИ ПОТЕНЦИАЛ ЗА РАЗВИТИЕ НА НИШОВИ МАРКЕТИНГОВИ РЕШЕНИЯ ИЗВЪН СТОЛИЦАТА
ENTREPRENEURIAL POTENTIAL FOR DEVELOPING NICHE MARKETING SOLUTIONS OUTSIDE THE CAPITAL CITY OF BULGARIA

Author(s): Diana Georgieva
Subject(s): Economy, Marketing / Advertising, Socio-Economic Research
Published by: Бургаски свободен университет
Keywords: regional development; entrepreneurial potential; niche solutions; social entrepreneurship
Summary/Abstract: Entrepreneurship should be considered as a process. According to Timmons & Spinelli, 2007, Baron and Shane, 2008, Burns, 2011 it consists of six stages: 1) recognition of an opportunity; 2) decision to launch a venture; 3) assembling the resources; 4) actual launch of new venture; 5) building a successful business; and 6) harvesting the rewards. Interest is mostly shown towards IT enterprises which require special knowledge and experience which is not a typical characteristic of underestimated social groups, including women – survivors of domestic violence, young people from NEETs (Not in Education, Employment, or Training) group people from rural areas. They are also not considered potential working force by employers. Statistic also shows increase in these groups and young retirees and people at pre-retirement age. And one of the possible decisions for their inclusion is entering the social and solidarity economy. One of the known forms is social entrepreneurship. There are already good practices of social inclusion via tools of social entrepreneurship for different underestimated social groups esp. vulnerable people. The subject of the research are two social groups: women, surviving of domestic violence and NEETs and two regions – Ruse and town of Breznik (Pernik Area).

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