Date: 25-11-2020 Digital Publication Services : JABM | JAM | ABMR | ABMCS | BLOG

Faculty Research

SOCIAL ENTREPRENEUR SEBAGAI CORE COMPETENCE TINJAUAN DARI MARKETING PERSPECTIVE

Detail
Author IMAMA ZUCHROH (Tim: Ketua)
ID 202.710.296
Published Date 01-01-1900

Abstract

SOCIAL ENTREPRENEUR SEBAGAI CORE COMPETENCE, TINJAUAN DARI MARKETING PERSPECTIVE (Studi pada Social Edntrepreneur Pengrajin Kain Perca Pelangi Nusantara, Pelanusa, Singosari, Malang) Imama Zuchroh Abstract Long term purpose of this research is to widely spread the theme of Social Entrepreneur. The Social Entrepreneur Model is a unique concept as it combines two contrast concept which are “Social” and “Entrepreneur”.”Social” is inclined to social term with less profit oriented; whereas “Entrepreneur” has a tendency to a profit oriented condition. Specific purpose of this paper is to analyse the Core Competence of Pelangi nusantara Community, viewed from Marketing Perspective. There are three basic variables of Core Competence: (1) It is a source of competitive advantage in that it makes a signiicant contribution to perceived customer benefit; (2) It has a potential breadth of applications to a wide variety of markets; and (3) It is difficult for competitors to imiate (Kotler, 2002). Qualitative Research was conducted. Very strong core competence from the three variables has been attained by PelangiNusantara Community, and this leads to toughen the Pelangi nusantara marketing Strategy. Keyword: Social Entrepreneur, Social, Entrepreneur, Core Competence, Marketing Strategy, Segmentation, targeting, Positioning.