Let's create green hospitals
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2024-08-29
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en
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Actors without formal authority can initiate change through issue-selling. The literature, however, has paid little attention to prosocially motivated issue-sellers who sell social issues. More specifically, their concrete actions that deal with overcoming buyers’ resistance and moblising these buyers for a sustainable transition. This study employs an inductive qualitative approach to address these gaps by researching how green team members without formal authority in Dutch hospitals mobilise buyers. I identify three strategies that aim to mobilise these buyers: (1) developing a connection with the buyer, (2) acquiring a mandate for the seller, and (3) promoting issue’s revelance. My findings shed light on how prosocial issue-sellers sell social issues, and have implications on organisations that want to pursue more social change.
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Faculteit der Managementwetenschappen