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US software developer Salesforce has dropped attempts to trademark the term 'social enterprise' after its plans sparked opposition across the not-for-profit community.
The company had wanted to register the term 'in connection with enterprise software only', but abandoned the strategy last month after receiving a letter of protest, signed by 55 signatories from the global social enterprise movement, headed by Nobel Peace Prize Laureate Prof Muhammad Yunus, founder of the Grumeen Bank in Bangladesh.
Salesforce had wanted to trademark the term in the US, UK, Australia and Jamaica, but its initial attempt to do so in the US earlier this year was unsuccessful. In its marketing, the company defined 'social enterprise' as 'intentionally using social media to engage with customers and deliver an experience that builds brand loyalty'.
But the opponents' letter said: “Diluting the term and confusing its meaning is only going to be harmful. Successful attempts to trademark the term will close doors for genuine social enterprises.”
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