Hidden Badge of Honor: How Contextual Distinctiveness Affects Category Promotion among Certified B Corporations
研究了为什么企业加入某个组织类别后却不积极推广该成员身份，发现子类别在不同基本类别中的情境独特性会促进推广，且该效应在较大的子类别同行群体中更强。
Why would an organization pursue membership in an organizational category, yet forego opportunities to subsequently promote that membership? Drawing on prior research, we develop a theoretical model that distinguishes between basic and subordinate categories and highlights how organizations may differ in their promotion of the same subordinate category. We hypothesize that a subordinate category’s contextual distinctiveness within different basic categories increases promotion, and that these effects are amplified in relatively larger subordinate category peer groups. To test our hypotheses, we developed a proprietary web-based software toolset and gathered textual and graphical data regarding B Corporations’ web-based promotion of their certification. We supplemented our statistical analysis with interviews of Certified B Corporation entrepreneurs and executives. Our findings challenge prior assumptions about the causes of promotional forbearance, while extending our understanding of category distinctiveness within contexts as well as sources of intra-category variation.