How Middle Managers Bring Corporate Purpose to Life

HEC Paris researcher Pauline Asmar explains how corporate purpose truly comes alive inside organizations when managers and employees engage in meaningful dialogue that connects daily work to shared values.

34 minutes
Transcript
Pauline ASMAR 2
Prof. Pauline Asmar
Ph.D. Student - Strategy and Business Policy
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Key findings
  • Purpose thrives when middle managers translate corporate values into concrete actions and motivation.
  • Open dialogue about purpose builds engagement, trust, and a stronger sense of belonging among teams.
  • Companies fail when leaders treat purpose as slogans rather than conversations.
  • To avoid purpose-washing, organizations must empower employees to define and live the company’s mission in practice.

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Pauline ASMAR 2
Meet the Author
Prof. Pauline Asmar
Ph.D. Student - Strategy and Business Policy

I am a Ph.D. student in the Strategy and Business Policy at HEC Paris, currently on the academic job market of 2025-2026.

My research focuses on explaining how purpose within firms influences employees' perception of their firm and their behavior within the firm. 

My research interests are inspired by...

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