Rodolphe Durand’s primary research interests concern the sources of competitive advantage and the interplay between the cognitive and normative determinants of organizations’ performance. Why do organizations supersede rivals? Can new norms, interests, and behaviors (such as Corporate Social Responsibility and inclusive business) bring an advantage to firms and diffuse in markets? Should firms and organizations really innovate or rather conform to established logics to be successful? Rodolphe is also the Joly Family Professor of Purposeful Leadership at HEC Paris and the academic director of the Society and Organizations Center (S&O).