How Australian social enterprises use strategic marketing and social marketing to drive accountability and change for sustainable development

This multiple case study investigation examines how strategic marketing, social marketing and accountability were applied across diverse Australian social enterprises to attain sustainable missions. Evidence revealed that organisations exploit horizontal and vertical marketing to forge partnerships that enhance their resources and capabilities. This research has implications for marketing management by highlighting the benefits of coopetition to enrich interorganisational relationships within the third sector. Working in this systematic way facilitates co-creation of social value to enhance livelihoods, increase social services and build resilience within communities. The thesis also demonstrated positive outcomes from integrated reporting in small- to medium-sized enterprises