Impact sourcing ventures and local communities: a frame alignment perspective

Using qualitative methods this paper explores how impact sourcing (ImS) ventures frame their activities to marginalized communities. In doing so, the paper attempts to unearth the social-psychological processes undergirding ImS strategies. The findings highlight the difficulties faced by ImS ventures in operationalizing their strategic intent. More specifically, the paper provides insights into how different and diverse framings are used by ImS ventures to influence the local community. From a strategic perspective the paper suggests that framings related to progress, family, material-benefit and egalitarianism can help overcome the inevitable tensions and misunderstandings with the community. Drawing on the findings, we develop a process model which describes how competing framings of an ImS venture and the community could eventually align. Theoretically, the paper illuminates the day to day micro-processes of reality negotiation between socially driven IT-BPO businesses and the local communities they seek to impact.