BM_IMD_REPORT-How-Authentic-is-your-Corporate-Purpose
BM_IMD_REPORT-How-Authentic-is-your-Corporate-Purpose
BM_IMD_REPORT-How-Authentic-is-your-Corporate-Purpose
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Appendix II: Qualitative Interview Protocol<br />
Below <strong>is</strong> the interview protocol followed for each of the interviews.<br />
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Introduction<br />
Thank you for taking the time to meet with us today.<br />
Our research project aims to bring increased understanding of the determinants of the authenticity<br />
of a firm’s corporate purpose. By corporate purpose, we mean a company's core "reason for being”<br />
or the organization’s single underlying objective that unifies all stakeholders and embodies its<br />
ultimate role in the broader economic, societal and environmental context. It might be<br />
communicated through <strong>your</strong> company's m<strong>is</strong>sion or v<strong>is</strong>ion statements, but may also remain informal<br />
and unarticulated.<br />
Your firm was identified in our recent survey as scoring highly on having an authentic corporate<br />
purpose. As such, we would like to hear how <strong>your</strong> company sees the importance of corporate<br />
purpose and how th<strong>is</strong> <strong>is</strong> used in dec<strong>is</strong>ion-making processes here at ___________.<br />
The interview should take 45 minutes and with <strong>your</strong> perm<strong>is</strong>sion, we will be recording the session. All<br />
responses will be kept confidential. Th<strong>is</strong> means that unless we get <strong>your</strong> consent, <strong>your</strong> interview<br />
responses will only be shared with research team members and we will ensure that any information<br />
we include in our report does not identify you as the respondent. You don’t have to talk about<br />
anything you don’t want to and you may end the interview at any time.<br />
Are there any questions before we begin?<br />
Questions<br />
1. On a scale of 1 to 7, how important would you say <strong>is</strong> the idea of an authentic corporate<br />
purpose at _(insert company name)_?<br />
2. <strong>How</strong> would you define the idea of an authentic corporate purpose?<br />
3. What <strong>is</strong> <strong>your</strong> company’s corporate purpose?<br />
4. What impact, if any, do you feel that the authenticity of <strong>your</strong> corporate purpose has had on<br />
the organization’s internal and external stakeholders?<br />
5. Why do you think that some companies actively pay attention to the authenticity of their<br />
corporate purpose while others do not?<br />
6. Do you remember when <strong>your</strong> organization began to focus on authenticity? Why did th<strong>is</strong><br />
occur?<br />
7. Can you give an example of how <strong>your</strong> corporate purpose has influenced the dec<strong>is</strong>ion-making<br />
process here at _(insert company name)__?<br />
45
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