Know Your Counterparts: The Importance of Wording for Stakeholder Communication in Social Franchise Enterprises
| Autor: | Eva Lutz, Carolin Plagmann, Arne Bergfeld |
|---|---|
| Rok vydání: | 2020 |
| Předmět: |
Public Administration
Sociology and Political Science Strategy and Management media_common.quotation_subject 05 social sciences Stakeholder Social Welfare 0506 political science Terminology Scarcity 0502 economics and business 050602 political science & public administration Organizational communication Business Business and International Management Marketing 050203 business & management Legitimacy Qualitative research Social policy media_common |
| Zdroj: | VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations. 32:104-119 |
| ISSN: | 1573-7888 0957-8765 |
| DOI: | 10.1007/s11266-020-00289-4 |
| Popis: | Social enterprises pursue a dual mission: on the one hand, they strive for social purpose, while on the other, they try to achieve economic stability despite scarce resources. To achieve the dual mission, social enterprises avail themselves of both for-profit and non-profit institutional logics. Due to this combination of multiple institutional logics, such enterprises can be classified as hybrid organizations. This study focuses on these organizations and investigates tensions between social enterprises and various stakeholder groups caused by the use of commercial logics within the social sector. In particular, we examine the perception of commercial versus social welfare logics by various stakeholder groups, and investigate the effects on organizational communication. Our study is centered on social franchise enterprises. We use an exploratory qualitative research approach based on semi-structured interviews with 21 social franchisors and social franchisees of seven social franchise enterprises. Our main results suggest that the use of commercial logics in the social sector tends to decrease the legitimacy of social franchise enterprises in the eyes of internal stakeholders, the general public, and various (but not all) external stakeholder groups. Many stakeholders of social franchise enterprises show a strong aversion to commercial logics, and particularly to commercial terminology. Overall, we conclude that social franchise enterprises very consciously apply commercial and social welfare logics and use alternative terminology where necessary to retain legitimacy and prevent tensions. |
| Databáze: | OpenAIRE |
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