СОЦИАЛНИТЕ ИНОВАЦИИ: КОНЦЕПТУАЛНА ОСНОВА, МАРКЕТИНГОВИ ПОЛЗИ И ПРЕДИЗВИКАТЕЛСТВА
SOCIAL INNOVATIONS: CONCEPTUAL BASIS, MARKETING BENEFITS AND CHALLENGES

Author(s): Lina Anastassova
Subject(s): Economy, Marketing / Advertising, Socio-Economic Research
Published by: Бургаски свободен университет
Keywords: social innovation; types; marketing benefits; challenges
Summary/Abstract: In the last 2 decades, the focus of attention in modern societies has shifted to the topic of social innovation. New organizations, tools and strategies are being created. The social dimension took on a new aspect arising from the new dynamics of the surrounding environment and from the knowledge that social changes constitute an inseparable part of the dynamics of societal development. In the first section of this paper, the perceptions of the essence of social innovation, the specifics of the social innovation types, and the marketing benefits are reviewed. The second section of the paper reviews the state of the social innovations in Bulgaria compared to other EU countries, as well as the types of social innovations and enterprises that have been awarded in the last 3 years on a national scale. In addition, based on a large volume of researched information, the challenges and problems faced by social entrepreneurs and the companies in which they implement their ideas, have been identified. For this purpose, studies, books, articles, papers, and websites of organizations related to social innovations were studied, i.e. findings and conclusions are based on a 'desk research'.

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