MARIA FLÁVIA BASTOS UNA, Campus Liberdade & Pontifícia Universidade Católica de Minas Gerais (PUC Minas), Brazil LAURA SCHEIBER Teachers College, Columbia University & Pontifícia Universidade Católica de Minas Gerais (PUC Minas), Brazil ARMINDO DOS SANTOS DE SOUSA TEODOSIO Pontifícia Universidade Católica de Minas Gerais (PUC Minas), Brazil Social businesses are organizations aimed at addressing social problems through business and marketing strategies. Of particular concern are issues connected to poverty, social inclusion among emerging consumers and sustainable development (Travagline, Bandini, Mancinione, 2009; Márquez et al. 2010). However, due to its hybrid nature that pulls from different sectors, the notion of social businesses is generating significant debate among scholars and practitioners regarding its purpose, approaches, and identity. In an effort to shine a light on how the concept of social business is developing and playing out in a particular city in South America, this study examines the ecosystem...