Managing organizational identification: the role of corporate social responsibility
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2021-07-05
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en
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Abstract
New ventures often pivot – drastically change their strategy – as their initial strategy is unsuccessful. However, pivoting has severe consequences because it may harm the relationships between the venture and its key stakeholders who identify with the venture. Stakeholders who identify with the venture provide essential resources that the venture needs to grow. This is especially relevant for new ventures. Therefore, it is essential to study how new ventures can manage the organizational identification of key stakeholders. This paper builds on the existing literature by examining the effect of corporate social responsibly on organizational identification. To do so, an experimental study is conducted on New Venture Inc., a hypothetical new venture that pivots from a shopping platform to a platform where people can create a collection of their favorite items. The findings suggest that CSR has a significant positive effect on the organizational identification of key consumers, as CSR improves the public image of the new venture. The effect of CSR does not depend on the initial level of organizational identification (identification before the pivot) of key consumers. This paper contributes to scholarship on pivoting, CSR strategy, and organizational identification management
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Faculteit der Managementwetenschappen