Lisa E Bolton

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Consumers often distrust mission-driven groups that earn profits. Brian A Jackson/Shutterstock.com

A big hurdle do‑good companies face

Saerom Lee, The University of Texas at San Antonio; Karen Winterich, Penn State, and Lisa E Bolton, Penn State

People may initially assume the worst when they encounter for-profit companies with social missions. What can these social ventures with good intentions do to gain people’s support?

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