Project Description
Prior research has largely examined mission drift in hybrid social enterprises through governance and institutional lenses. However, its breadth of application to services from the standpoint of customer perceptions, attributions, and recovery efforts remains understudied. In this study, mission drift is conceptualized as a form of moral value proposition failure rather than governance failure. Researchers will identify consumers of three types of firms (traditional CSR, legal Benefit Corporations, and BCorp certified) through brand followership on social media. Once identified, researchers will guide prospective respondents to an online scenario-driven research instrument. This is an opportunity for students to train on sales and marketing tactics and leverage these to skills to affect real-world outcomes.
Prerequisites
No. We will teach them what they need to know in order to succeed.
Special Comments
Faculty will need to spend at least a few hours educating students on sales and marketing techniques to help them drive respondents to the instrument. We will also need to develop a strategy with workers to ensure effective remote work.
Project Information (subject to change)
Estimated Start Date: 6/8/2026
Estimated End Date: 7/17/2026
Estimated Project Duration: 6 weeks
Maximum Number of Students Sought: 2
Research Location: Remote
Travel Required? No (If “yes”: )
Contact Information: Gavin Fox (email: foxg@wlu.edu)