Dual identities in social ventures: An exploratory study

Todd W. Moss, Jeremy C. Short, G. Tyge Payne, G. T. Lumpkin

Research output: Contribution to journalArticlepeer-review

252 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)805-830
Number of pages26
JournalEntrepreneurship: Theory and Practice
Issue number4
StatePublished - Jul 2011

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics


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