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Who cares about organizational purpose and corporate social responsibility, and how can organizations adapt? A hypermodern perspective

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  • Dhanesh, Ganga S.

Abstract

Organizations are becoming increasingly mindful of their purpose, clarifying their raison d’etre and fulfilling their economic, social, governance, ethical, and environmental responsibilities. One of the drivers for this behavior is stakeholders’ interest in purpose-driven organizations committed to creating positive value in society. However, less is known about these stakeholders: who they are, why they care, and how organizations can adapt in response. In this article, I use the theoretical framework of hypermodernity to propose that a specific type of stakeholders, identified as hypermodern individuals, may care about purpose-led, responsible organizations. This article highlights five characteristics of these individuals that may explain why they care, including their desire to contribute to a humane and caring world and their love for experiential consumption. Furthermore, I offer recommendations for managers on how to create actionable strategies to implement and communicate purpose and corporate social responsibility to this stakeholder group.

Suggested Citation

  • Dhanesh, Ganga S., 2020. "Who cares about organizational purpose and corporate social responsibility, and how can organizations adapt? A hypermodern perspective," Business Horizons, Elsevier, vol. 63(4), pages 585-594.
    • Handle: RePEc:eee:bushor:v:63:y:2020:i:4:p:585-594
    DOI: 10.1016/j.bushor.2020.03.011
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    References listed on IDEAS

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    1. Carroll, Archie B., 1991. "The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders," Business Horizons, Elsevier, vol. 34(4), pages 39-48.
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    3. Shuili Du & C. B. Bhattacharya & Sankar Sen, 2011. "Corporate Social Responsibility and Competitive Advantage: Overcoming the Trust Barrier," Management Science, INFORMS, vol. 57(9), pages 1528-1545, March.
    4. Micael-Lee Johnstone & Lay Tan, 2015. "Exploring the Gap Between Consumers’ Green Rhetoric and Purchasing Behaviour," Journal of Business Ethics, Springer, vol. 132(2), pages 311-328, December.
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    Cited by:

    1. Nazari, Mohsen, 2022. "The journey from Corporate Social Responsibility to Corporate Social Innovation: The Whys and the Hows," Technium Business and Management, Technium Science, vol. 2(2), pages 27-39.
    2. Wanjing Jiang & Yao Song, 2022. "Mobile Shopping during COVID-19: The Effect of Hedonic Experience on Brand Conspicuousness, Brand Identity and Associated Behavior," IJERPH, MDPI, vol. 19(8), pages 1-14, April.
    3. Dayana Jimenez & Isabel B. Franco & Tahlia Smith, 2021. "A Review of Corporate Purpose: An Approach to Actioning the Sustainable Development Goals (SDGs)," Sustainability, MDPI, vol. 13(7), pages 1-21, April.
    4. Sheehan, Norman T. & Vaidyanathan, Ganesh & Fox, Kenneth A. & Klassen, Mark, 2023. "Making the invisible, visible: Overcoming barriers to ESG performance with an ESG mindset," Business Horizons, Elsevier, vol. 66(2), pages 265-276.

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