Journal of Business Ethics

, Volume 99, Supplement 1, pp 73–91

The Role of ‘High Potentials’ in Integrating and Implementing Corporate Social Responsibility

Article

DOI: 10.1007/s10551-011-1168-3

Cite this article as:
Lindgreen, A., Swaen, V., Harness, D. et al. J Bus Ethics (2011) 99: 73. doi:10.1007/s10551-011-1168-3

Abstract

The Samenleving and Bedrijf (S&B) network of Dutch organizations seeks to embed corporate social responsibility (CSR) within business practices but faces challenges with regard to how to do so across various organizational practices, processes, and policies. The integration of CSR demands cultural change driven by senior management and other change agents, who push CSR principles throughout the organization. This study examines the change processes that S&B member organizations have initiated, with a particular focus on the role of high potentials—those persons who have been selected for the fast track into senior management. Interviews with nine S&B organizations document their levels of CSR integration and implementation, the role of senior managers, and the effects of high potentials’ competencies on the realignment process. High potentials have the ability and opportunity to act as CSR change agents, but organizations’ expectations of their purposes as future senior managers prevented them from doing so. In the existing organizational cultures, leadership focused on economic success, and the CSR implementation process had just initiated. Therefore, a measure of CSR embeddedness might refer to the performance measurement and expectations of high potentials as potential CSR change agents.

Keywords

Corporate social responsibilityHigh potentialsChange agentsIntegrationImplementationCase study

Copyright information

© Springer Science+Business Media B.V. 2012

Authors and Affiliations

  1. 1.Department of MarketingCardiff Business School, University of CardiffCardiffUK
  2. 2.BEM Bordeaux Management SchoolTalenceFrance
  3. 3.Louvain School of Management, Université catholique de LouvainLouvain-la-NeuveBelgium
  4. 4.Hull University Business SchoolYorkshireUK
  5. 5.Eindhoven University of TechnologyEindhovenThe Netherlands
  6. 6.IESEG School of ManagementLilleFrance