Integrating normative values and/in value creation: A strategic management decision aid tool for social enterprises' values practices

Normative values are one of the most central motives for the creation of nonprofits and social enterprises. Nevertheless, their actual role in the management of these organizations has been little explored. Furthermore, the social enterprise literature has typically approached the concept of value from a value creation perspective. This paper looks at the role played by normative values in the strategic management decisions of a nonprofit social enterprise and unpacks the dynamics between the enactment of these values and the creation of social and economic value. In terms of practical implications, this research allows for proposal of a value‐based, strategic management decision aid tool that emerged from the in‐depth, longitudinal study of a work integration social enterprise. Our findings suggest that the enactment of normative values can actually feed in economic value creation, which, in turn, allows for strengthened respect of the normative values, thus generating virtuous cycles that ultimately help the organization to find a coherence between its social mission and market.