Intra-Stakeholder Heterogeneity Perspective on the Hybridity of Competing Institutional Logics for Social Enterprises

Abstract

Both academics and businesspeople are interested in how to make social enterprises sustainable. The focus of this research is on the different kinds of stakeholders within a group that make it easier for competing logics to coexist in social enterprises. Based on intra-stakeholder heterogeneity and competing institutional logics, we identify key sub-categories among market stakeholders such as investors, customers, and employees. We tested our hypotheses using survey data collected from 190 social enterprises in Korea. Our research shows that the hybridity of competing logics is better when there are more ethical investors in the investor stakeholder group and cross-sector employees in the employee stakeholder group. However, impure altruistic buyers do not have much of an impact on the hybridity of competing logics among consumer stakeholder groups. Our study’s analysis of intra-stakeholder heterogeneity provides theoretical insight into the hybridity of institutional logics in social entrepreneurship. This study also makes the practical suggestion that in order to achieve hybridity, managers of social enterprises should put in a lot of time and effort to understand the different institutional logics of within-group stakeholders.