EMPRENDEVERDE: A CASE STUDY ON TRANSITION FROM BUSINESS INNOVATION TO SOCIAL ENTREPRENEURSHIP
EMPRENDEVERDE: A CASE STUDY ON TRANSITION FROM BUSINESS INNOVATION TO SOCIAL ENTREPRENEURSHIP

Summary/Abstract: Social entrepreneurship has evolved in its design and implementation. The objective of this work is to present an innovative proposal that has benefited young rural entrepreneurs, through the business model called „Emprendeverde social marketer“, conceived and implemented by Minuto de Dios University Corporation UNIMINUTO and its extension unit, the Scientific Park of Social innovation (known by the Spanish acronym PCIS). Its purpose has been to support entrepreneurs with the generation of their first customer and business enhancement strategies. Social entrepreneurship is assumed theoretically, as an activity developed by a person or organization to solve social problems through Innovation and the development of business strategies in order to achieve Selfsustainability and the generation of social value. The research methodology is an exploratory case study. The results show that Emprendeverde, which is in its fifth year of existence, has evolved from problem assessment exercises, to the development of different business models and the possibility of becoming a spin off. During this period, it has supported the ideation and creation of 70 rural enterprises, 40 of them are still in operation and 30 have disappeared. These outcomes raise the need to re-direct its strategy, define gaps and action plans, particularly in social marketing, through networks (nodes, links and quantitative indicators), to enable it to scale up its services at the national and regional level, consolidating a strong and sustainable organization for the benefit of the most vulnerable populations in the agricultural sector.

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