Business Commons^™

Avoiding The Appearance Of Virtue: Reactivity To Corporate Social Responsibility Ratings In An Era Of Shareholder Primacy, Ben W. Lewis, W. Chad Carlos

Faculty Publications

We examine why organizations may at times decrease their performance after receiving a positive rating. We argue that in contrast to the prevailing assumption that organizations will strive for favorable ratings to achieve reputational benefits, incompatibility between a positive rating and a dominant institutional logic may cause recognized firms to question the perceived value of maintaining superior performance, thus leading them to strategically reduce their efforts on the rated dimension. Using a difference-in-differences design, we examine how companies responded to being rated as charitable organizations, an evaluation that we argue was generally perceived as incompatible with the dominant logic of …