B-Corps & Promotion

May 30, 2013

Why do B-corporations vary in their promotional intensity of the B-corporation certification?  Given that these organizations have opted into this new category of organizations with a shared mission to do more than maximize profits, we might expect some amount of similarity in their efforts to associate with the new category.  What we observe is quite different – these companies tend to differ across the board in their promotion rates.  Upon first blush, however, the reasons for this variation are unclear.  As such, my colleague, Joel Gehman, and I have gathered industry and geographic data for each of these companies, to understand if the contextual differences of these companies might help us explain why we such significant variation in promotion.  Our hypothesis, in other words, is that companies may experience regional and industrial pressures to promote or not promote their category memberships.  Stay tuned…

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