Dare to Defy: Nonconformity behaviours of CEOs in corporate philanthropy

Seminar abstract

How do social connections between upper echelons influence the nonconformity behaviours of CEOs?

The answer to this question is important, since it is imperative for CEOs to conform to institutional pressures, but at the same time to stand out through nonconformity in order to differentiate and attain a competitive advantage.

To address this question of CEO nonconformity, we build on the upper echelon literature and social network theory to propose a model of CEOs’ nonconformity behaviours in corporate philanthropy driven by their central positions within political ties connecting upper echelons of firms.

We further consider the contingent effects on the CEO political centrality- corporate philanthropy relationship. We test our hypotheses with a unique panel data set from the listed firms in China. Our research helps shed lights on nonconformity of CEOs in corporate philanthropic practices, and contributes to the marketing literature of upper echelons in strategic nonconformity.

How to join this seminar

This seminar is free to attend with no need to register in advance.

We welcome you to join us online on Wednesday 4 May 2022 at 12pm.

Speaker bio

Dr. Yansong Hu is an associate professor of marketing at Warwick Business School, University of Warwick, UK.

His current research focuses on new products and services, their adoption and diffusion, social network, and digital media.

His research has published in leading journals in marketing and management, including Marketing Science and Journal of Product Innovation Management, and featured in INFORMS News and Knowledge@Wharton.

His past research has won international awards, including the American Marketing Association Outstanding Paper Awards, the American Academy of Marketing Best Paper Award, and Runner-up Best Paper Award from Technology, Innovation Management and Entrepreneurship Section, INFORMS.

He is a member of the editorial board of the Journal of Business Research, and the Co-director of the Centre for Research in Unconventional Innovations. With teaching awards from the Warwick Business School, he has taught undergraduate, postgraduate and corporate executives.