Abstract
In this paper we use qualitative methods to explore how impact sourcing (ImS) ventures frame their activities to marginalized communities. We use the theory of frame alignment to unearth the various social-psychological processes which undergird the venture’s efforts. The results of our study broadly point to the difficulties which ImS ventures face during their initial phases of establishment. More specifically, our study illuminates the day to day micro- processes of reality negotiation between the venture and the community. We found that the ImS venture invoked different ‘frames’ or schemata of interpretation to influence their audience in the community. Frames of impact, family, fairness and partnership were steadfastly deployed during their interactions with the community. Drawing on our empirical data, we develop a process model which describes how competing frames invoked by the ImS venture and the community eventually aligned.
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