Toward a theory of entry in moral markets The role of social movements and organizational identity

A growing body of research on moral markets—sectors whose raison d’être is to create social value by offering market solutions to social and environmental issues—has offered critical insights into the emergence and growth of these sectors. Less is known, however, about why some firms enter moral mar...

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Bibliographic Details
Published inStrategic organization Vol. 18; no. 1; pp. 50 - 74
Main Authors Georgallis, Panayiotis (Panikos), Lee, Brandon
Format Journal Article
LanguageEnglish
Published London, England Sage Publications, Ltd 01.02.2020
SAGE Publications
Sage Publications Ltd
Subjects
Corporate identity
Market entry
Social activism
Special Issue: Exploring the Strategy-Identity Nexus
markets
organizational identity
social movements
moral markets
organizational fields
sustainability
market entry
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Summary:A growing body of research on moral markets—sectors whose raison d’être is to create social value by offering market solutions to social and environmental issues—has offered critical insights into the emergence and growth of these sectors. Less is known, however, about why some firms enter moral markets while others do not. Drawing from research on market entry, organizational identity, and social movements, we develop a theory that highlights the potential of organizational identity to explain variation in entry into moral markets. We then expand our framework by theorizing about contingencies that alter the shape of the relationship between organizational identity and market entry: the flexibility of the organizations’ identity, the type, and orientation of the social movement supporting the moral market, and the mode of market entry (de novo vs de alio). Finally, we discuss the contributions of our framework and opportunities for its extension.
ISSN:1476-1270
1741-315X
DOI:10.1177/1476127019827474