Mindful Behavior in Hybrid Organization and its Impact on Value Formation

Christelle Traboul

First

;Ludovica Moi

Second

;Moreno Frau

Penultimate

;Francesca Cabiddu

Last

2020-01-01

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Abstract

The aim of this study is to explore how visitors and service providers’ mindful behavior impacts value formation process in Social Entrepreneurship environment. To unfold this study, we adopted a qualitative research design and performed a theory-building process based on an in-depth exploratory single-case study. We focused on the case of Souk al Tayeb, a hybrid Lebanese organization actively committed to protect and revive culinary traditions by empowering small scale farmers, producers, cooks, and underprivileged communities. Drawing on interviews with main stakeholders (producers and visitors), a model of mindful behavior is presented. Our findings extend current research and practice by showing how mindfulness may facilitate or hinder customers’ involvement in service production and value formation in hybrid organization."