Sustainability Seminar with Professor CB Bhattacharya
Professor CB Bhattacharya on:
“Awakening the Green Self: Corporate Responsibility and the Role of the Stakeholder”
The CBS Sustainability Platform is pleased to invite you to a seminar with Professor CB Bhattacharya, who will be presenting his work on Corporate Responsibility and the role of the stakeholder. At the seminar, Professor Bhattacharya will also be introducing his working paper: “Corporate social responsibility, customer orientation, and the job performance of frontline employees”.
A study involving a Global 500 company finds that frontline employees’ perceptions of corporate social responsibility (CSR) can contribute to their customer orientation (self-rated) and objective job performance (supervisor-rated) by activating social identification processes. Employees identify with the organization based in part on the extent to which CSR is supported by salient and job-relevant others both internal and external to the organization. Looking internally, employees identify with the organization to the extent that they perceive management to support CSR. Looking externally, employees can identify with customers (called employee-customer identification) to the extent they perceive customers to support the company’s CSR. Both effects are enhanced when employees feel CSR is an important (versus non-important) part of their self-concept. Organizational identification directly drives job performance while employee-customer identification contributes to job performance through its effects on organizational identification and customer orientation.
About CB Bhattacharya
CB Bhattacharya is Dean of International Relations and E.ON Chair Professor in Corporate Responsibility at European School of Management and Technology (ESMT ) in Berlin, Germany. He is an international expert in business strategy innovation aimed at increasing both business and social value. His research and teaching focuses specifically on how companies can use underleveraged “intangible assets” such as corporate identity and reputation, membership and brand communities, and corporate social responsibility and sustainability to strengthen stakeholder relationships.
Feel free to circulate invitation among colleagues and students.
We look forward to seeing you!