Yearning the Moon with Sixpence in Hand: Exploring the Relationship between External Corporate Social Responsibility, Employee Commitment, and Design Thinking

Weiwen Cai(University of Stirling)

Abstract

Prior studies have emphasized the positive relationship between corporate social responsibility (CSR) and employee organizational identification, with the argument that external CSR acts could enhance employee commitment, work engagement, and loyalty via perceived prestige. Despite such emphasis, minimal suggestion has been given in terms of how to design and execute a moderate, structural, and sustainable CSR program to bond with employees on a deeper level of emotional connection. The aim of the present study was to highlight the benefits of adopting the design thinking method for investing and practicing external CSR, so as to realize a positive link between employee commitment, financial performance, and social recognition.

Keywords

External CSR; Organizational identification; Work engagement; Design thinking; Sustainability

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DOI: http://dx.doi.org/10.26549/jfr.v6i2.11866