Category membership,identity control,and the reevaluation of prosocial opportunities |
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Authors: | Michael Conger Jeffery S. McMullen Brian J. Bergman Jeffrey G. York |
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Affiliation: | 1. Miami University (OH), Farmer School of Business, 800 E. High Street, FSB 2074, Oxford, OH 45056, United States;2. Indiana University, 1309 E. Tenth Street, Bloomington, IN 47405, United States;3. University of Colorado, Boulder, Leeds School of Business, 995 Regent Drive, 419 UCB, Boulder, CO 80309, United States |
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Abstract: | We extend current knowledge on prosocial organizing by explaining how membership in organizational categories lead entrepreneurs to reevaluate their firms' activities and opportunities. Through a qualitative study of 46 firms that pursued B Corp certification, we developed an identity control model of prosocial opportunity. Our findings suggest that joining a prosocial category catalyzes identity-driven reflexivity, which can alter the firm's engagement in prosocial activity. This identity-driven process occurs in tandem with evaluations of opportunity viability and attractiveness, the potential for intra-organizational conflict, and the relative power and position that category legitimacy affords the firm. Our findings contribute to literature streams on prosocial organizing, identity, and categories. |
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Keywords: | Corresponding author. |
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