Abstrakt
A social firms have primarily social objectives. They faced up similar problems as SMEs, in additions have their own specifics.
In many cases these enterprises faced with shortage of financial and couldn't invest in marketing activities. Without these activities it isn't able to gain new markets and customers at all.
It isn't phenomenon in post-communistic countries but it is observed in other European countries. The interest of this study is to understand marketing activities in Czech social firms.
The research held in first half of the year 2016. It was interviewed a total of 214 social enterprises in order to obtain information on their marketing processes.
One limit of the survey is fact that social enterprises don't want to share information about their financial situation and business Due to this reason was the return questionnaire quite low, just 40 relevant questionnaires. There were used questionnaire to collecting data and interview with main country coordinator of social enterprises.
For statistical analysis was used program IBM SPSS Statistic. The main problem in marketing at social enterprises is a general underestimation of care for this area.
This leads to a lack of dedicated financial and time capital. Equally important is the personnel area, which is also often underestimated.