Social enterprises pursue a dual mission: on the one hand, they strive for social purpose, while on the other, they try to achieve economic stability despite scarce resources. To achieve the dual mission, social enterprises avail themselves of both for-profit and non-profit institutional logics. Due to this combination of multiple institutional logics, such enterprises can be classified as hybrid organizations. This study focuses on these organizations and investigates tensions between social enterprises and various stakeholder groups caused by the use of commercial logics within the social sector. In particular, we examine the perception of commercial versus social welfare logics by various stakeholder groups, and investigate the effects on organizational communication. Our study is centered on social franchise enterprises. We use an exploratory qualitative research approach based on semi-structured interviews with 21 social franchisors and social franchisees of seven social franchise enterprises. Our main results suggest that the use of commercial logics in the social sector tends to decrease the legitimacy of social franchise enterprises in the eyes of internal stakeholders, the general public, and various (but not all) external stakeholder groups. Many stakeholders of social franchise enterprises show a strong aversion to commercial logics, and particularly to commercial terminology. Overall, we conclude that social franchise enterprises very consciously apply commercial and social welfare logics and use alternative terminology where necessary to retain legitimacy and prevent tensions.

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了解你的同行：社会特许企业中利益相关者沟通措辞的重要性

社会企业肩负双重使命：一方面是为了社会目的而奋斗，另一方面是在资源稀缺的情况下努力实现经济稳定。为了实现双重使命，社会企业利用营利性和非营利性的制度逻辑。由于这种多重制度逻辑的结合，这类企业可以归类为混合型组织。本研究重点关注这些组织，并调查社会企业与各种利益相关者群体之间由于社会部门使用商业逻辑而造成的紧张关系。特别是，我们检查了各种利益相关者群体对商业与社会福利逻辑的看法，并调查了对组织沟通的影响。我们的研究以社会特许经营企业为中心。我们使用基于半结构化访谈的探索性定性研究方法，对 7 家社会特许经营企业的 21 名社会特许经营商和社会特许经营商进行访谈。我们的主要结果表明，在内部利益相关者、公众和各种（但不是全部）外部利益相关者群体眼中，社会部门商业逻辑的使用往往会降低社会特许经营企业的合法性。许多社会特许经营企业的利益相关者对商业逻辑，尤其是商业术语表现出强烈的反感。总的来说，我们得出的结论是，社会特许经营企业非常有意识地应用商业和社会福利逻辑，并在必要时使用替代术语，以保持合法性并防止紧张局势。