After receiving heavy criticism from high level individuals and organisations, Salesforce.com has dropped its application to trademark the term ‘social enterprise’.
The company has also stated that it will remove the term from future marketing material. The company received criticism of its use of the term, in describing the use of social media to link businesses with consumers and employees, contrary to the commonly held understanding of ‘social enterprise’ to describe businesses involved in community interest projects, rather than being aimed at maximising profit.
In a Salesforce.com blog in August, the company said: “Salesforce.com does not own or intend to own the trademark rights for the term social enterprise within the nonprofit sector, and is not seeking to restrict descriptive uses of the phrase by others in philanthropy”.