Camila Lee Park, Mauro Fracarolli Nunes, Jose A.D. Machuca
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Reputational enablers for supplier diversity: An exploratory approach on the inclusion of war veterans and disabled people
This study investigates whether the inclusion of war veterans and disabled people in supplier diversity programs grants firms with reputational gains. With preliminary evidence collected in the content analysis of supplier diversity programs and diverse groups considered by S&P500's top 100 companies, we conducted a duo-factorial scenario-based experiment with a multi-stakeholder approach, exploring the reactions of the general public, customers, investors, and potential suppliers to these initiatives. In particular, we analyse whether their views on companies' benevolence and competence (trust) are affected. We also investigate the potential impacts on these stakeholders' overall attitude towards firms, as the construct represents a proxy of corporate reputation. The empirical results show that including these groups does not impact the way companies are perceived, suggesting that the communication of supplier diversity programs is not always efficient in creating positive images (e.g., greenwashing, social washing). We discuss these outcomes in the context of stakeholder theory and in the debate contrasting the strategic and moral incentives for adopting supplier diversity programs.
期刊介绍:
The mission of the Journal of Purchasing & Supply Management is to publish original, high-quality research within the field of purchasing and supply management (PSM). Articles should have a significant impact on PSM theory and practice. The Journal ensures that high quality research is collected and disseminated widely to both academics and practitioners, and provides a forum for debate. It covers all subjects relating to the purchase and supply of goods and services in industry, commerce, local, national, and regional government, health and transportation.