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Founder's birth order and triple bottom line in B2B SMEs

Lookup NU author(s): Dr Saurabh BhattacharyaORCiD, Professor Matthew GortonORCiD



This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).


Leveraging upper-echelon and post-traumatic childhood experience theories, this study analyses the influence of CEOs' birth order in the family on firms' triple bottom line management. Conducting our study in the B2B market and SME context during the COVID-19 pandemic, we assert that the eldest sibling tends to adopt more prosocial behavior than younger siblings. When first-born individuals become entrepreneurs, their values get reflected in the firm's organizational culture and the strategic choices they make as CEOs. We further suggest a mediating mechanism of a sustainable marketing orientation for sibling birth order and triple bottom line management and a moderating role of CEO childhood trauma experience. Childhood trauma experience moderates the mediating effect of sustainable marketing orientation, i.e., a moderated mediating mechanism. Heeding calls for research in marketing to become more interdisciplinary, we leverage the family science and upper echelon theories to expand the B2B marketing literature.

Publication metadata

Author(s): Agnihotri A, Bhattacharya S, Gorton M

Publication type: Article

Publication status: Published

Journal: Industrial Marketing Management

Year: 2024

Volume: 117

Pages: 1-13

Print publication date: 01/02/2024

Online publication date: 19/12/2023

Acceptance date: 12/12/2023

Date deposited: 14/01/2024

ISSN (electronic): 0019-8501

Publisher: Elsevier


DOI: 10.1016/j.indmarman.2023.12.010

ePrints DOI: 10.57711/ggp9-fs61


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Funder referenceFunder name
Newcastle University Business School