Why University Social Responsibility Initiatives Can Backfire and What to Do About It?

Gilles Grolleau (), Naoufel Mzoughi and Marie Stadge ()
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Gilles Grolleau: ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School
Marie Stadge: ESSCA – Campus de Strasbourg - ESSCA – École supérieure des sciences commerciales d'Angers [Campus de Strasbourg] - ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School

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Abstract: Well-intentioned University Social Responsibility (USR) initiatives are increasingly implemented in higher education organizations. Nevertheless, these initiatives can sometimes backfire and undermine USR goals. We explore four mechanisms for this possible ‘dark side' of USR: moral licensing, contamination by association, resistance from key agents, and diverting attention and resources. We develop behaviourally-inspired solutions to mitigate this risk.

Date: 2024
Note: View the original document on HAL open archive server: https://hal.inrae.fr/hal-04676313v1
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Published in Prometheus, inPress

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