How Social Entrepreneurs Facilitate the Adoption of New Industry Practices
研究了社会企业家如何根据对行业成员关系的感知，运用不同修辞策略说服他们采纳新的、注重社会效益的行业实践，从而推动系统性社会变革。
Abstract This paper explores how social entrepreneurs use rhetoric to facilitate the pervasive adoption of new, socially focused, industry practices. Our conceptualization proposes that the nature of social entrepreneurs’ rhetoric hinges on perceptions of their relationships to the industry members they seek to influence. We develop a framework that explains the effects of two cognitive structures – identity and power – on social entrepreneurs’ perceptions of industry members and, in turn, the social entrepreneurs’ rhetorical strategies for persuading the industry members to adopt new practices. Our framework specifies mechanisms through which social entrepreneurs facilitate systemic social change and, in doing so, informs theory at the intersection of social entrepreneurship, sustainable social change, and rhetoric.