Entrepreneurship

Abstract: This roundtable brings together advertising, business, and communication experts who unpack the complexities of conducting intersectional work within the advertising industry. The discussion highlights the challenges of addressing power dynamics, privilege, and systemic oppression while striving for authentic representation in marketing practices. The participants explore how intersectionality, as initially theorized by Black feminists and activists and coined by Kimberlé Crenshaw, has been misapplied in the corporate world, often reduced to a tool for market segmentation rather than a framework for addressing structural inequalities. Through critical reflections on the industry's current practices, the roundtable emphasizes the need for a deeper understanding and application of intersectionality that transcends surface-level diversity initiatives. The conversation also underscores the importance of context, both in academic and practical settings, and calls for ongoing dialogue and critical examination of how intersectionality is integrated into advertising and branding strategies.

Abstract: Recent research introduced and laid the foundation for a new individual-level entrepreneurial orientation conceptualization (Ind.EO) within the entrepreneurial orientation family of constructs. Building directly from this work, this article theoretically defines a measurement model for the construct and develops and validates a scale. We define and measure disposition-based behavior constructs for autonomy, competitiveness, innovativeness, proactiveness, and risk-taking, thus providing psychometrically validated tools that support research in the burgeoning Ind.EO domain. Scale items are generated deductively from our definitions, and then tested through four data collections with academics, the lay population, entrepreneurs, and business managers. Strong validation data across these multiple samples support the utility of the final 17 items and that they can be used to measure Ind.EO. Furthermore, we provide unique theoretical insights regarding the value of the autonomy and competitiveness components of Ind.EO and investigate the core personal values associated with Ind.EO.

Abstract: This set of studies tackles a timely, important, yet often overlooked component of marketing—encouraging marketing actors to engage in a socially just and responsible orientation to improve decision-making. We build on ethical, sustainable, social justice, and social marketing pedagogy by combining transformative learning theories with stakeholder recognition to provide a model that explains how marketers can develop a transformative orientation. With five studies, including three semester-long field experiments, one natural experiment/event study on Black Lives Matter Google searches, and a lab experiment, we present captivating empirical evidence that market actors can change their orientation to be more responsible and just. The model recognizes the importance of using a balanced frame of reference for marketing, and how this is mediated by metacognition activation and perspective gathering. This paper provides initial empirical evidence demonstrating how the way marketing materials are presented can improve the degree of transformation.