Toward a Theory of Activist-Driven Responsible Innovation: How Activists Pressure Firms to Adopt More Responsible Practices

Accounts of stakeholder influence on corporate social responsibility (CSR), situated in the CSR domain, have recognized that activists mitigate information asymmetries between firms and consumers. However, depictions of activists as information disseminators do not explain how they perform their quintessential role – pressuring resistant firms to engage in responsible innovation that emphasizes the creation of socioenvironmental value. Drawing from social movement theory that identifies claims as the instrument of such pressure, we examine four activist organizations’ use of claims across six campaigns to drive firms to adopt more socially and environmentally responsible practices, a form of responsible innovation. Our core contribution is an empirically grounded theory of activist-driven responsible innovation (ARI) that proposes how activists use claims to drive firms to engage in responsible innovation, as well as how features of the two sides may shape this outcome. Our ARI theory primarily enriches accounts of stakeholder influence on corporate social responsibility in the CSR domain and, in doing so, secondarily enriches accounts of the influence of activists’ claims on firms in the social movement domain. These contributions also speak to the resolution of grand challenges, a core interest of the special issue.     

Managed activism: two union organising campaigns in the not‐for‐profit sector

Two union recognition campaigns are contrasted: one focusing on developing workplace activism but with little sectoral focus (a ‘bottom‐up’ campaign), and the other with a sectoral strategy and less emphasis on workplace campaigning (a ‘top‐down’ campaign). The outcomes indicate the need for approaches, which allow both a strong workplace activism and a clear sectoral strategy as both the ‘top‐down’ and ‘bottom‐up’ strategies present difficulties. Although there are positive outcomes in both campaigns, the cases show that unions seeking to represent the interests of previously unorganised groups of workers need influence at both the sectoral and workplace levels if they are to demonstrate their effectiveness.     

Shareholder Activism, "Voluntary" Restructuring, and Internal Labor Markets

We model an internal labor market in which employee behavior and compensation are affected by the firm's financial position and the threat of hostile takeover or other exercise of shareholder "voice." We show how good past performance can result in excessively generous promotion and pay decisions. While the threat of shareholder activism will remove this "slack," activists optimally face a positive cost barrier, which in turn varies across firms. The cost barrier is higher when cooperation or "helping" between employees is more important, and is lower when employees receive efficiency wages due to an inability to "pay" for their jobs. Since the importance of helping is associated with pay compression and "flat" pay ladders, such firms should also exhibit a greater degree of management entrenchment.     

Private Environmental Activism and the Selection and Response of Firm Targets

Environmental activists are increasingly resorting to private strategies such as boycotts and protests focused on changing individual firms' behavior. In this paper, we examine activists' use of such "private politics" to engender firm compliance with activist objectives. We begin by developing a simple theoretical model of an activist campaign from which we develop a set of empirical hypotheses based on a set of observable features of firms. We test our hypotheses using a unique dataset of environmental activist campaigns against firms in the United States from 1988 to 2003. This paper fills an important need in the literature as one of the first empirical attempts to examine the private political strategies of activists and has important implications for the burgeoning literatures on industry self-regulation and the nonmarket strategies of firms.     

Cause‐related marketing campaigns with luxury firms: An experimental study of campaign characteristics,attitudes, and donations

• Cause‐related marketing (CRM) partnerships between luxury firms and charitable organizations have grown in popularity, yet no study has examined such luxury CRM campaigns thus far. Using a fictitious campaign by the Hotel Adlon Kempinski Berlin and the Plan International Germany charity, the authors conducted an experimental CRM study among 281 actual luxury consumers. Realizing CRM campaigns in the luxury segment can be promising for luxury firms and charities. In particular, a CRM campaign works best when the donation magnitude is high (25% vs. 1%) and the price of the luxury service offering is moderate (€180 vs. €450). Furthermore, luxury campaigns enhance the attitudes of luxury customers toward charitable organizations, especially if they are unknown brands. Yet this study also offers a warning that luxury campaigns can be risky if consumers who have previously supported the charitable organization perceive the campaign as too high profile. Ultimately, this study reveals that CRM luxury campaigns play a major role for fundraising success.

Copyright © 2012 John Wiley & Sons, Ltd.     

Evaluation recommendations for nonprofit social marketing campaigns: An example from the Louisiana Campaign for Tobacco‐Free Living

Nonprofit organizations with limited capacity and resources must be strategic when designing, implementing, and evaluating social marketing campaigns. The Louisiana Campaign for Tobacco‐Free Living, a nonprofit public health program, implemented a mass media campaign in 2012, with the goal of increasing advocacy for policy change around the smoke‐free movement. The campaign was accompanied by a mixed–quantitative evaluation that was grounded in the diffusion of innovations theory. The evaluation consisted of unique, yet complementary, analytical components, employing traditional survey methods to measure population exposure to the campaign and Google Analytics to segment campaign website visitors into actionable categories for future programmatic efforts. Results from this study demonstrate that the 2012 Tobacco‐Free Living mass media campaign was moderately effective in reaching its target audience and highly effective in using Google Analytics to identify a group of activists (i.e., innovators) in support of the smoke‐free policy change. This study offers several recommendations for nonprofit organizations to consider when implementing and evaluating similar social marketing campaigns.     

Shareholder Activism and Earnings Management Incentives: An Empirical Examination of Shareholder Proposals in the United States

In this article, we investigate the effect of shareholder activism on earnings management. Using a US sample of shareholder pay‐for‐performance proposals sponsored by institutional investors, we find that when compared to control firms, firms targeted by shareholder proposals have a greater magnitude of discretionary accruals (DA) in their reported earnings. In addition, we find that the likelihood of meeting or beating earnings benchmarks through the use of DA is higher for targeted firms whose managers have job security concerns due to the firms’ inferior stock performance in the past or have plans to sell company stock. Our results are consistent with the notion that pay‐for‐performance proposals have unintended consequences by introducing or exacerbating incentives to manage earnings for short‐term gains. The results also indicate that, for financial reporting, the short‐termism effect may dominate the alignment and/or disciplinary effect of shareholder monitoring.     

Organising migrant workers: the living wage campaign at the University of East London

This critical case study looks at the campaign led by Citizens UK and Unison to get the University of East London (UEL) to sign up to the London living wage (LLW). UEL agreed to pay the LLW after a brief campaign in November 2010 and it was subsequently implemented in August 2011. The study charts the course of the campaign and draws on mobilisation theory and new primary research to account for its success. What our findings suggest is that community organisers and union activists were able to organise and mobilise a largely apolitical group of migrant workers. This, we suggest, can be explained by the successful mobilisation of the community and augurs well for future broad‐based campaigns.     

Evaluating cause‐marketing campaigns in the Indian corporate landscape: The role of consumer skepticism and consumer attributions of firm's motive

More and more business organizations are engaging in social initiatives to make a positive contribution to society. Cause marketing, such as CSR, is one of the many ways that firms can manifest social responsibility by pitching‐in where government solutions are few or takes time in implementation, and it is the only type that calls for consumer participation. Because customer participation is imperative for the success of the campaign, it must be designed to connect with consumers while also making them feel that corporate efforts are authentic and truly helping the cause and not exploitative of the social cause. Using fictitious brand, cause‐marketing campaigns were designed, and two studies were conducted to analyze the relationship between cause involvement, consumer attributions on firm's motive, and consumer attitudes towards cause campaigns, and if and how the relationship differs when consumer skepticism towards cause claims existed. Multivariate analysis performed for hypotheses testing suggests that cause involvement influenced campaign attitudes and the relationship was mediated by consumer attributions of firm's motive, and consumer skepticism towards cause campaigns affected the relationship.     

Does capital structure differently affect incumbents' responses to entry threat and actual entry?

Some theories predict that firms with higher financial leverage compete more aggressively in product markets than firms with lower financial leverage, whereas others predict that lower‐leverage firms compete more aggressively than higher‐leverage firms. This paper studies how incumbent airlines' capital structure affects their responses to Southwest Airlines' entry threat and actual entry. The results indicate that, when responding to entry threat, lower‐leverage incumbents cut prices more aggressively than higher‐leverage incumbents; in contrast, when responding to actual entry, higher‐leverage incumbents cut prices more aggressively than lower‐leverage incumbents.     

Union recognition and partnership at work: a new legitimacy for Irish trade unions?

In the Irish context of national partnership and the promotion of workplace partnership at firm level, unions might be expected to have achieved, at least, a pragmatic acceptance by employers. Using a survey of full‐time union officials in eight trade unions organising in the private sector, this paper reports their experiences of recent recognition campaigns. Employer opposition appears to have intensified, and in a substantial percentage of cases has involved the victimisation of activists. In facilitating employees to make a free choice regarding union representation, the Codes of Practice and the Industrial Relations Amendment Act 2001 are regarded by the majority of officials as inadequate. A majority of officials favoured the introduction of a statutory right to recognition. Non‐union firms appear as ‘free riders’ that have enjoyed the benefits of national partnership but evaded the compromises and concessions that necessarily characterise such agreements. If left unchecked, the free‐rider phenomenon could undermine the institutional framework on which partnership is based.     

Healthy Food Stores,Greenlining and Food Gentrification: Contesting New Forms of Privilege,Displacement and Locally Unwanted Land Uses in Racially Mixed Neighborhoods

Local activists engaged in contemporary environmental justice struggles not only fight against traditional forms of hazardous locally unwanted land uses (LULUs), they also organize to make their neighborhoods livable and green. However, urban environmental justice activism is at a crossroads: as marginalized neighborhoods become revitalized, outside investors start to value them again and they themselves invest in green amenities. Yet vulnerable residents are now raising concerns about the risk of displacement from their neighborhoods in consequence of environmental gentrification processes. Their fear is linked to environmental amenities such as new parks or remodeled waterfronts, as well as (most recently) healthy food stores. Using the case of a conflict around a new Whole Foods supermarket in Boston, MA, I examine how food venues and stores labeled as healthy and natural can create socio‐spatial inequality together with privilege, exclusion and displacement in racially diverse neighborhoods. I analyze how high‐end supermarket chains target inner‐city neighborhoods for their growth and profit potential, and demonstrate that their arrival contributes to what I call ‘supermarket greenlining'. This greenlining illustrates the process of food gentrification, and the manipulation of health and sustainability discourses about food by healthy and natural food investors and their supporters. The opening of high‐end supermarkets thus converts such stores into new LULUs for historically marginalized groups.     

Industry self‐regulation and adverse selection: a comparison across four trade association programs

In an attempt to avoid costly regulation and liability as a result of externalities, a number of trade associations have promoted industry self‐regulation – the voluntary association of firms to control their collective behavior. However, previous studies have found that, without explicit sanctions for malfeasance, such self‐regulatory programs are likely to attract more polluting firms. In this paper, we examine four environmental self‐regulatory programs in the chemical, textile, and pulp and paper industries. Using a sample of over 4000 firms within these industries, we find evidence that in at least one program more polluting firms tended to join, while in another cleaner firms were more likely to join. We propose that differences in the structure of the programs drive the appearance of this form of adverse selection. In particular, we speculate that only when self‐regulatory programs have explicit sanctions for malfeasance may they avoid adverse selection problems. Copyright © 2003 John Wiley & Sons, Ltd and ERP Environment.     

Sowing Seeds of Displacement: Gentrification and Food Justice in Oakland,CA

Green gentrification is the process through which the elimination of hazardous conditions or the development of green spaces is mobilized as a strategy to draw in affluent new residents and capital projects. Based on observations and interviews in Oakland, California, we argue that food justice organizations seeking to promote access to healthy food in low-income communities can unwittingly create spaces that foster this process. Despite a desire to serve long-term residents, activists embody a hip green aesthetic that is palatable to affluent whites and can be appropriated by urban boosters to promote the neighborhood. We use this process as a lens to theorize links between food and green gentrification, highlighting the importance of food to cities’ efforts to brand themselves as ripe for redevelopment, and understand green gentrification as a racialized process tied to cultural foodways. We also attend to the practical stakes for food justice activism, arguing that a clear understanding of green gentrification and food justice activists’ unwitting role in it can help the latter to attempt to mitigate their culpability and seek to develop broad inclusive strategies for locally led development without displacement.     

What drives organic food consumption in Lebanon?

To increase the sparse knowledge about what drives organic food consumers in developing markets, Lebanese consumers' reasons and motives for buying organic food are studied in the framework of means‐end chain theory. A sample of N = 180 Lebanese consumers was interviewed in several retail outlets using a hard laddering questionnaire. The data were subjected to frequency analysis, cluster analysis, and structural equation modelling. Hierarchal value maps constructed from the laddering interviews revealed that “quality of life,” “pleasure,” and “peace of mind” are the main values driving organic food consumption in Lebanon. Frequent organic consumers displayed higher concern for their family's health and for the environment, whereas occasional organic consumers cared more about their own pleasure and were more likely to perceive organic food as a traditional and nostalgic product. Structural equation modelling revealed that “care for nature” and “care for children's health” significantly affect consumers' (self‐reported) purchasing behaviour. The found means‐end chains are a useful basis for marketing campaigns for organic food products in the Lebanese market. One focus of marketing campaigns should be raising consumers' awareness on the environmental benefits of organic production and the fact that it does not allow the use of harmful chemical products.     

The Configuration of Organizational Images Among Firms in the Canadian Beer Brewing Industry*

abstract We integrate the literature on organizational image management and neo‐institutional theory to arrive at a better understanding of how organizations routinely represent themselves positively in their external environment. Drawing on a cross‐sectional exploratory study of the website communications of 36 firms in the Canadian brewing industry, we investigate how these organizations construct essential and distinctive organizational images in reference to a map of identity attributes and image categories at the organizational field level. We conclude that organizational self‐categorizations explain the field‐level configuration of images we discovered by establishing legitimacy claims targeted at relevant stakeholders.     

Cross-ownership as a hostage exchange to support collaboration

The impossibility of writing complete contracts causes loss of profitable transactions among firms, since their managers cannot ex ante bind themselves to future actions. We show how a reallocation of ownership rights into a network of mutual shareholdings among a coalition of firms produces an efficient enforcement mechanism. Co-operation is achieved by exchanging control rights until a mutual threat of capture of control is established. By making control over their firms vulnerable to a takeover by the other members of the coalition, each firm is able to make a credible commitment to future efficient actions. In equilibrium no punishment is administered, so that the arrangement achieves the outcome under complete contracts. More generally, it is proved that a mutual hostage exchange may dominate the threat of loss of reputation as an enforcement mechanism.     

Using past contribution patterns to forecast fundraising outcomes in crowdfunding

The crowdfunding mechanism has proven to be a practical way of raising funds, especially with the widespread use of the Internet. However, one limitation of current crowdfunding platforms is that it is hard for creators and backers to anticipate the success of a campaign. This paper tackles this limitation. We take a two-pronged approach to building our forecasting model. First, we explore the nature and heterogeneity of contribution dynamics in crowdfunding campaigns and compare them across two natural groups (successful and unsuccessful campaigns). We then use insights generated from our exploratory analysis and draw upon the general laws of motion for stochastic processes in order to introduce a new dynamic model for predicting crowdfunding outcomes. Our model incorporates the history and dynamics of both the focal crowdfunding campaign and other campaigns for predicting outcomes. We compare our model to other parametric and semi-parametric benchmark models, and show substantial improvements.     

Increased word‐of‐mouth via strategic cause‐related marketing

• This research examines word‐of‐mouth (WOM) promotions as an additional consequence of a successful cause‐related marketing (CRM) partnership. Firms properly aligned in CRM partnerships should increase positive feelings that can translate into positive WOM from the public. WOM efforts should be considered in marketing campaigns to develop successful long‐term CRM strategies. Additionally, carefully planned CRM campaigns with positive WOM give firms a competitive advantage without the backlash of consumer skepticism often reported when firms attempt to manipulate WOM campaigns. This study is grounded in associative learning theory which provides support for the strengthened associative links between firm and charity when the relationship is properly aligned. This empirical study suggests that strategically aligned CRM relationships can improve positive WOM recommendations. Results of ANOVA and factor analysis indicate that consumers are more receptive to CRM partnerships that consist of compatibility between firm and charity that persist over time. Results suggest that consumers are more likely to recommend the more properly aligned partnerships to others.

Copyright © 2010 John Wiley & Sons, Ltd.