Oftentimes, social enterprises simultaneously pursue competing organizational goals. For example, this can mean having a social goal (e.g., integrating vulnerable populations into the labor market) and a commercial goal (e.g., being profitable). I propose a theory according to which for such social enterprises, how they are perceived depends on how their goals are presented and on the type of categorization process used by their evaluating audience. These two factors together impact a venture's legitimacy and expected value. I also show that these effects vary with the level of knowledgeability of the audience performing the evaluation. Taken together, the results of this paper have implications for the cognitive perspective on strategic entrepreneurship as well as the literature on categories in markets and on hybrid organizations.

中文翻译：

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工作整合社会企业期望值的认知方法

通常，社会企业同时追求相互竞争的组织目标。例如，这可能意味着有一个社会目标（例如，将弱势群体融入劳动力市场）和一个商业目标（例如，盈利）。我提出了一个理论，根据该理论，对于此类社会企业，人们如何看待它们取决于它们的目标是如何呈现的，以及它们的评估受众使用的分类过程的类型。这两个因素共同影响企业的合法性和预期价值。我还表明，这些影响会随着执行评估的观众的知识水平而变化。总而言之，本文的结果对战略创业的认知观点以及市场类别和混合组织的文献都有影响。