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    Joining hands for the greater good: examining Social Innovation launch strategies in B2B settings

    Crisafulli, Benedetta and Dimitriu, R. and Singh, J. (2020) Joining hands for the greater good: examining Social Innovation launch strategies in B2B settings. Industrial Marketing Management , ISSN 0019-8501. (In Press)

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    Abstract

    The practice of forming brand alliances is common among companies in business-to-business (B2B) settings that seek to launch social innovations. Research evidence on the efficacy of such practice is, however, scarce. Based on the perspective of organizational buyers, we examine how social innovations should be launched by companies in B2B settings, whether through alliances with nonprofits or for-profits, or via independent ventures, across two experimental studies. Underpinned by the stereotype content model, we find that alliance launch strategies with nonprofits or for-profits result in greater purchase intentions, perceptions of warmth and competence, when compared to independent ventures. Further, we demonstrate that communicating societal benefits accruing from a social innovation favors an alliance launch strategy over an independent venture. Alliance strategies show comparable advantage to independent ventures when both societal and company-focused benefits are communicated. Our research advances knowledge on; organizational buyers’ evaluations of alliances and social innovations, the psychological mechanism underlying organizational buyers’ evaluations of social innovations launch strategies, and communication management. Our findings provide insights for companies seeking to launch social innovations, and guidelines on partner selection.

    Metadata

    Item Type: Article
    Keyword(s) / Subject(s): social innovations, brand alliances, warmth, competence, purchase intentions, experiment, B2B
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: Benedetta Crisafulli
    Date Deposited: 18 Nov 2019 10:28
    Last Modified: 22 Jul 2020 03:22
    URI: http://eprints.bbk.ac.uk/id/eprint/29967

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