Unlocking social impact at scale: The power of entrepreneurial framing

About the Research

We study how a French social venture helped scale social impact by selling fair-priced milk, reaching half of France’s households in less than four years. The social entrepreneur used diagnostic, prognostic, and motivational frames energizing consumers to collectively take back control of pricing. These frames were emotionally charged through interactions with farmers, journalists, and social media followers, validated in the market by consumers and retailers, and finally legally embedded by lawmakers. We contribute to research on scaling social impact by offering a model of distributed scaling and showing how social entrepreneurs can mobilize the ecosystem in their favor. We also advance entrepreneurial framing research by revealing how emotional charging of framing can fuel scaling of social impact.

About Yuliya Snihur

Yuliya is an Associate Professor of Entrepreneurship at IESE Business School. Her research lies at the intersection of entrepreneurship, innovation, and organization theory. She is interested in how entrepreneurial leaders design innovative and high-performing business models in both new and established firms when facing technological change, disruptions, and evolving ecosystems. She researches the role of time and language in entrepreneurship leveraging cognitive and linguistic approaches such as framing. Yuliya has published in journals including Academy of Management Journal, Academy of Management Review, Journal of Management, and Journal of Management Studies among others. She is currently co-editing special issues on Framing and Innovation in Strategic Entrepreneurship Journal and on Hype and Entrepreneurship in Journal of Business Venturing.

Date: Thursday 10 October, 2024

Time: 12:45-14:15 CEST

Venue: Room Roland Calori (B3), (Zoom link provided to registered attendees)

Reminder: We no longer provide food as per school policy…

Should you want to attend, please register at https://forms.gle/rYxqPmw7cZsCrsHU8