Проблемы развития межсекторного партнерства в социальной сфере: опыт стран постсоциалистического транзита и потенциал повышения роли российских НКО в оказании социальных услуг
The theoretical basis of work is the notion of legitimation as a complex mechanism of social approval of a new phenomenon taking place with the active participation of different social groups and structures, able to influence its final form. In the focus of the empirical analysis the representations of social entrepreneurship that main actors of its legitimacy in Russia have. Among them are: the state, foundations, NPOs and business. We assess the (in)consistency between their representations as well as the reflection of these representations in the characteristics of existing organizations of social entrepreneurship (social enterprises).
Business, government and NPOs are understood as external actors of social enterprise legitimation, as without their recognition the legitimation will not take place. In turn, social enterprises, regardless of whether they come from for-profit or non-profit sector, are seen as objects of legitimation, or as a new actor, not identical to any of the above. It is shown that the contradictions in the positions of key actors can lead to mutually exclusive projects of legitimation of a new phenomenon, so that they will undermine the cognitive and moral legitimacy of each other. The empirical data include the results of the authors survey of 202 social enterprises.
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The article suggests to adopt a pluralism methodological approach in marketing science. Using controversy over marketing to nonmarketers problem paper traces evolution of the issue in context of research methodology and discusses alternative methodological approaches and research paradigms.