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The fact that small enterprises in general and small business in bakery industries in special, are organized and lead by a particular style of management, based on own experience and very often intuition where financial resources to run a strong marketing campaign are limited brought to our attention the concept of social responsibility which offers the chance to all the organizations to become competitive by oriented their strategy on social enterprises or innovative ideas based on the market demands of social needs, so they can get the support they need from the local community. In this article we analysed an example of implementation of social marketing strategy done by a small organization from the bakery industry and we followed the grounds that the decision was based on, how this bakery decided to start a social marketing campaign, the steps during the implementation, the feedback from the local community on this initiative and the impact and results of this actions. All factors were analysed in direct relation with the financial implications of the project and the capacity of small organizations to implement social marketing strategies at this level. This highlights the major results for the business when adopting this type of social concept. The analysis led to a significant improvement in the business profitability as well as the increase of the brand awareness in the community. This is why, the autors appreciates that the present study can be the basis for future studies of small organizations in various areas of work as guidance and best practice examples of succesfull implementation of social responsability strategies.
local development, social responsability, small organization, competitiveness, bakery industry
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