Dual Identities in Social Ventures: An Exploratory Study

Abstract

Drawing on the organizational identity literature, this exploratory study examines the dual identities of award–winning social ventures recognized by FastCompany magazine and the Skoll Foundation. Specifically, we use computer–assisted content analysis to explore identities as reflected in organizational mission statements. Our findings demonstrate that these externally recognized social ventures do exhibit dual identities—a utilitarian organizational identity (i.e., entrepreneurial, product oriented) and a normative organizational identity (i.e., social, people oriented). Further, when compared with the mission statements of other high–performing entrepreneurial enterprises culled from the Inc. 500, our post hoc analysis suggests that social ventures manifest a greater normative identity and an equivalent utilitarian identity.