The complexity of issues firms have to attend to make it impossible for CEOs to give their full attention to all issues concurrently. Drawing on the "attention-based view" of the firm, this paper opens the black box of attention allocation in for-profit social enterprises by showing how attention structures and the context in which the firm operates interplay. Utilizing empirical data on 148 for-profit social enterprises, findings show that the attention structures - other-regarding values, utilitarian identity, and resource availability - have a significant impact on the relative attention to social goals, while past firm performance as a context variable moderates these relations. Applying the principles of structural and situated attention, this paper makes an important contribution to management theory and attention allocation in for-profit social enterprises. Copyright 2014 John Wiley & Sons, Ltd.
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