Inefficient NGO labels: strategic proliferation and fragmentation in the market for certification
journal contributionposted on 2023-06-09, 08:40 authored by Anthony Heyes, Steve Martin
NGO certication is a prerequisite for corporate engagement in enhanced social behaviors in many settings. Labels with broad scope (like sustainability) coexist with niche competitors much narrower in scope (like bird-friendliness). When NGOs compete for adoptions the wrong suite of schemes emerges, providing a rationale for regulation. An incumbent NGO may strategically narrow the breadth of its label to deter entry of competing schemes, reducing welfare. Even when entry is accommodated, welfare is compromised. Modeling multi-issue competition between NGOs allows us to be the first to analyze label fragmentation and provide a novel perspective on proliferation that has frustrated practitioners.
- Accepted version
JournalJournal of Economics and Management Strategy
Department affiliated with
- Economics Publications
Full text available