Connecting the Micro to the Macro: An Exploration of Micro-Behaviors of Individuals Who Drive CSR Initiatives at the Macro-Level

Poonamallee, Latha and Joy, Simy (2018) Connecting the Micro to the Macro: An Exploration of Micro-Behaviors of Individuals Who Drive CSR Initiatives at the Macro-Level. Frontiers in Psychology, 9. ISSN 1664-1078

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    Abstract

    Grounded on a case study on the formation of an inter-corporate CSR initiative in which four corporations from Chennai, India collaborate, this paper explores the micro-behaviors that individual actors engage in to create CSR solutions later adopted at the macro-organizational level. Based on the findings, the paper (1) identifies five categories of micro-behaviors, namely increasing stakeholder salience by turning attention to the ethical and social responsibilities to specific stakeholder groups, emerging as a self-appointed CSR champion by assuming personal responsibility for action, creating CSR initiative prototypes by leveraging personal skills, garnering support by leveraging personal networks and amassing operational resources by organizational resources; (2) explicates the characteristics of individual approach to CSR that makes it different from, but complementary to organizational approach to CSR.

    Item Type: Article
    Faculty \ School: Faculty of Social Sciences > Norwich Business School
    Related URLs:
    Depositing User: LivePure Connector
    Date Deposited: 07 Dec 2018 16:30
    Last Modified: 09 Apr 2019 13:59
    URI: https://ueaeprints.uea.ac.uk/id/eprint/69219
    DOI: 10.3389/fpsyg.2018.02417

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