Institutionalisation of Sustainability: The HR Manager as a Strategic Entrepreneur in Its Adoption

Abstract

Contributing to sustainability no longer remains an optional activity. Institutional pressures exert a major influence on organisations towards the adoption of sustainability. However, the literature shows how these pressures are necessary but remain insufficient. This chapter focuses on how there is a certain organisational discretion regarding the refusal to merely conform by going further than strictly required (strategic commitment to sustainability). In this respect, the human resources (HR) manager acquires a crucial role in this process as an institutional entrepreneur. A qualitative study is also carried out with which it is intended to understand this process of institutionalisation in a real case study. The results of the interview with the HR manager show the proactivity acquired on assuming the role of institutional entrepreneur: an aspect that has favoured not only the awareness and institutionalisation of sustainability at a strategic level, but also the culture, processes, practices, and services that include this management philosophy.