MMTC research Seminar presented by Zanele Rydh

MMTC research Seminar presented by Zanele Rydh

Constructing Prosocial Motivation: A Process Model of Identity Work in Social Entrepreneurship

How do social entrepreneurs sustain their drive to “do good” amid adversity and shifting missions? In this seminar, Zanele presents a process model of how prosocial motivation evolves as part of entrepreneurs’ identity work. Drawing on rich qualitative cases, she shows how moral purpose is not a fixed trait but a dynamic, narratively constructed practice — continually built, reaffirmed, and adapted over time. The study sheds new light on the emotional and reflexive processes that help social entrepreneurs maintain ethical commitment and resilience in complex contexts.

Format: Hybrid - B6046 & via Zoom