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In the Centre of Attention: How Social Entrepreneurs Influence Organisational Reputation
Journal of Social Entrepreneurship ( IF 2.6 ) Pub Date : 2020-10-21 , DOI: 10.1080/19420676.2020.1823456
Carolin J. Waldner 1, 2
Affiliation  

Abstract

To enhance organisational reputation, entrepreneurs are frequently put in the centre of attention. Particularly social entrepreneurs, who combine pro-social and entrepreneurial identities, often represent their organisations. Yet, we know little about how the presentation of a leader influences organisational reputation. Results of a 2× 2 × 2 pre-registered experiment indicate that a leader-centred communication barely influences the stakeholders’ perceptions. However, stakeholders have a significantly better perception of a social enterprise that presents a leader with salient society-oriented character traits (versus business-oriented character traits). This study contributes to social entrepreneurship and reputation research and reveals new insights for practice.



中文翻译:

关注焦点:社会企业家如何影响组织声誉

摘要

为了提高组织声誉,企业家经常成为人们关注的焦点。特别是社会企业家,他们结合了亲社会和企业家的身份,经常代表他们的组织。然而,我们对领导者的表现如何影响组织声誉知之甚少。2 × 2 × 2 预注册实验的结果表明,以领导者为中心的沟通几乎不会影响利益相关者的看法。然而,利益相关者对社会企业的看法要好得多,因为社会企业的领导者具有显着的面向社会的性格特征(相对于面向商业的性格特征)。这项研究有助于社会企业家精神和声誉研究,并揭示了实践的新见解。

更新日期:2020-10-21
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