Let’s Profitably Fight Poverty, Shall We? How Managers Use Emotional Framing to Develop Base of the Pyramid Ventures Inside a Large Fast-moving Consumer Goods Company

IF 4.2 4区 管理学 Q1 ENVIRONMENTAL STUDIES
Thijs Geradts, Justin J. P. Jansen, J. Cornelissen
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引用次数: 1

Abstract

Entering the Economic Base of the Pyramid (BoP) is often portrayed as an effective way for multinational corporations (MNCs) to grow and alleviate poverty, yet only few MNCs succeed. Although scholars have suggested that emotional arguments may be critical in motivating MNCs to engage at the BoP, it has remained unexplored how managers who develop BoP ventures inside MNCs use emotional framing to persuade organizational members to support their initiatives. Building on a multiple-case study of a Fast-Moving Consumer Goods Company, we find that captivating, solidifying, and perpetuating emotional frames allowed managers to earn and maintain commitment from volunteers and senior managers and sustain venturing efforts up until a stage where ventures were considered for launch despite an obvious sense of profitability. These findings contribute to a theoretical understanding of processes that enable BoP venture development inside MNCs, and contribute to the literatures on emotional framing and corporate entrepreneurship.
让我们以盈利的方式战胜贫困,好吗?大型快速消费品公司管理者如何运用情感框架建立金字塔基础
进入金字塔的经济基础(BoP)通常被描述为跨国公司(跨国公司)发展和减轻贫困的有效途径,但只有少数跨国公司成功。尽管学者们认为,情感争论可能是激励跨国公司参与BoP的关键因素,但在跨国公司内部开发BoP项目的管理者如何利用情感框架说服组织成员支持他们的倡议,这一点仍未得到探讨。基于对一家快速消费品公司的多案例研究,我们发现,有吸引力的、固化的、持久的情感框架使管理者能够赢得并保持志愿者和高级管理人员的承诺,并维持冒险努力,直到一个阶段,尽管有明显的盈利意识,但仍考虑启动冒险。这些发现有助于从理论上理解跨国公司内部BoP风险发展的过程,并有助于有关情感框架和公司创业精神的文献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
11.20
自引率
5.70%
发文量
19
期刊介绍: Organization & Environment encourages informed discussion about the social roots and consequences of environmental problems and stimulates deeper reflection on the meaning and significance of the natural world. By critically examining the impact of human production and consumption systems on the natural environment, Organization & Environment develops new perspectives on organizations that encourage environmentally sensitive reflection, inquiry, and practice.
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