Ideologically motivated activism - den Hond & de Bakker (2007)

How activist groups influence corporate social change activities

Reformative activists

Believe corporations are part of the problem but could also be part of the solution

Radical activists

Believe corporations cannot be part of the solution

Institutional change process

• Deinstitutionalisation → moral legitimacy

• Reinstitutionalisation → theorisation

Deinstitutionalisation

• Radical = high activity

• Reformative = low activity

Reinstitutionalisation

• Radical = low activity

• Reformative = high activity

Intended outcome

• Material damage/gain

• Symbolic damage/gain

Participation dependence

• Mass participation

• Elite/non-participatory action

Starting point

Non-participatory, symbolic impact tactics

Tactic dimension

• Radical = escalate to material damage

• Reformative = escalate to mass participatory

Target selection

• Radical = challenge leader firms

• Reformative = challenge laggard firms