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Project RESPONSE: Managerial Implications Innovation and Change Kiev, Ukraine 6 th June, 2008

Project RESPONSE: Managerial Implications Innovation and Change Kiev, Ukraine 6 th June, 2008. Environmental Dynamism Enhances Alignment. We found that alignment is associated with: Higher levels of stakeholders’ pressure Industries characterised by high levels of change ;

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Project RESPONSE: Managerial Implications Innovation and Change Kiev, Ukraine 6 th June, 2008

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  1. Project RESPONSE: Managerial Implications Innovation and Change Kiev, Ukraine 6th June, 2008

  2. Environmental Dynamism Enhances Alignment We found that alignment is associated with: • Higher levels of stakeholders’ pressure • Industries characterised by high levels of change; • Regions marked by faster economic change; • Corporate responsibility initiatives motivated by an innovation-driven business case; and • Business strategies focused on differentiation and meeting complex customer requirements.

  3. Explaining Social Performance What factors characterize the best social performers across the 8 sectors studied?

  4. Explaining Alignment of Mindsets What factors characterize the companies with the highest degree of alignment in mindsets?

  5. Microsoft: Software for the Disadvantaged Population • 1999: 1st attempt, primarily reputation-driven, fails to engage the product divisions • 2001: emergent initiative in Windows division, endorsed by Gates, struggles to gain traction despite good progress • 2006: internal alliance with Corporate Citizenship Unit. Final success: features in Vista for elderly and visually impaired

  6. Some Reflection Points • Innovation drives more than business success, it drives ADAPTATION to stakeholders’ expectations • However, it is very difficult to pursue on a systematic basis because it requires willingness to constantly CHANGE our routines, our beliefs, our business models • CSR can help meet the challenges of innovation by enhancing the firm’s change capacity, if it is: • Understood as INTERNAL change management challenge • Leveraged to focus stakeholders on the Innovation challenge and the NEED TO COLLABORATE to develop new products and new business models

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