This study investigates whether the inclusion of war veterans and disabled people in
supplier diversity programs grants firms with reputational gains. With preliminary evidence
collected in the content analysis of supplier diversity programs and diverse groups
considered by S&P500's top 100 companies, we conducted a duo-factorial scenario-based
experiment with a multi-stakeholder approach, exploring the reactions of the general public,
customers, investors, and potential suppliers to these initiatives. In particular, we analyse …