Скачать или смотреть JBV | Todd Moss - “Funding the Story Of Hybrid Ventures”

☆ JOURNAL OF BUSINESS VENTURING ☆
Volume 33, Issue 5, September 2018, Pages 643-659

" Funding the story of hybrid ventures: Crowdfunder lending preferences and linguistic hybridity "

Todd W. Moss, Maija Renko, Emily Block, Moriah Meyskens

~~~~~~~~~~~~~~~~~~ ABSTRACT ~~~~~~~~~~~~~~~~~~
Prosocial crowdfunding platforms are venues for individual lenders to allocate resources to ventures that specifically pursue economic and social value. In a setting where hybridity is expected, do crowdfunders respond positively to category-spanning ventures, or do they prefer to fund ventures that are more clearly situated within a single category? Drawing on theory rooted in category membership and spanning, our hypotheses test whether prosocial crowdfunding lenders will more quickly allocate resources to hybrid microenterprises that communicate their hybridity, or to those that communicate a single one of their dual aims. Our study demonstrates that even in such a setting, crowdfunders lend more quickly to microenterprises that position themselves within a single linguistic category in which the social is emphasized over the economic. This suggests that how hybrid organizations position themselves in their linguistic narratives has a significant impact on resource allocation by external prosocial audiences.

~~~~~~~~~~~~~~~~~~ HIGHLIGHTS ~~~~~~~~~~~~~~~~~~
• Words matter above and beyond actions.

• How ventures position themselves linguistically within a category influences resource allocation by external audiences.

• Audiences prefer singular messaging of either social or economic benefit to a balance of both, even when both are expected.

• Audiences increasingly shift resource allocation over time toward ventures with prosocial descriptions of their actions.

~~~~~~~~~~~~~~~~~~~~ LINK ~~~~~~~~~~~~~~~~~~~~
https://www.sciencedirect.com/science...!