Hidden Badge of Honor: How Contextual Distinctiveness Affects Category Promotion among Certified B Corporations

  title={Hidden Badge of Honor: How Contextual Distinctiveness Affects Category Promotion among Certified B Corporations},
  author={Joel Gehman and Matthew G. Grimes},
  journal={University of Alberta School of Business Research Paper Series},
Why would an organization pursue membership in an organizational category, yet forego opportunities to subsequently promote that membership? Drawing on prior research, we develop a theoretical mode... 

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