Standing Out and Fitting In: Charting the Emergence of Certified B Corporations by Industry and Region

Dublin Core

Creator

Cao, Ke
Gehman, Joel
Grimes, Matthew G.

Title

Standing Out and Fitting In: Charting the Emergence of Certified B Corporations by Industry and Region

Date Issued

17-abr-2017

Publisher

Advances in Entrepreneurship, Firm Emergence and Growth

Subject

Social economy
B corporation
Performance
Management systems

Description

"Advances in Entrepreneurship, Firm Emergence and Growth, Vol. 19, Forthcoming Kelley School of Business Research Paper No. 17-32, 55 Pages Posted: 17 Apr 2017"

Type

Article

Abstract

To fulfill their economic and social missions, it is imperative yet challenging for hybrid ventures to demonstrate legitimacy (fitting in) while simultaneously projecting distinctiveness (standing out). One important means for doing so is by adopting and promoting the recent B Corporation certification. Drawing on a comprehensive analysis of the emergence of this certification, we argue that when it comes to promoting their businesses, hybrid ventures should not adopt a one size fits all approach. Rather, their promotion strategies need to be adapted to their specific contexts. We theorize and develop a typology of certification promotion strategies for hybrid ventures based on the relative prevalence of other hybrid ventures in the same regions and industries. We close by articulating why the B Corp movement is a rich and underexplored context for scholarship on hybrid ventures, and highlight several promising future research directions.

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