Enacting Social and Commercial Logics in Issue Selling. (AoM Proceedings)
In this paper, we offer an explanation of the issue selling process when issues deviate from the dominant logic of organizations. Our main objective is to articulate how issue sellers can engage social and commercial logics in order to advance socially-oriented innovations in for-profit organizations. We advance our theoretical understanding of issue selling mechanisms by proposing how social issue sellers undertake diagnostic, prognostic, and motivational framing tasks, and how these tasks draw on the logic composite of organizations and selling targets. By explaining the process of selling social issues in for-profit organizations, we consider how the nature of an issue may complicate selling efforts when it diverges from the dominant logic, and we shed light on the contextually situated nature of issue selling.
Craig, B. Justin. 2015. Enacting Social and Commercial Logics in Issue Selling. (AoM Proceedings).