15th Apr 2012 13:00 - 15th Apr 2012 14:30


1 hour and 30 minutes


Dr May Seitanidi - Hull University Business School


Boardroom - Business School, 29 Buccleuch Place, Edinburgh


Isobel Speedman


This seminar is part of the Sustainable Business Initiative and the Corporate Responsibility & Governance Network Seminar Series:

Abstract: This paper presents an instance of failed large scale social innovation from a cross sector social partnership even though the partnership seemed to succeed in its narrow mission. The mechanisms that led to less than complete success can shed light on the reasons behind the failure of social change mechanisms. The case study presented is between a non-profit organization and a business. It demonstrates that when the strategic intent of the social actors is prescriptive, it imprisons the possibilities for fundamental change. This limitation is due to the pre-defined relatively narrow responsibilities associated with different individual or social agents. The paper is calling to move beyond reactive and proactive responsibilities and to shift towards accepting adaptive responsibilities that require a multidimensional understanding towards all three levels of analysis, micro, meso and macro. Adaptive responsibilities is an empowering approach based on the coevolution of organizational actors. It holds the seeds of reciprocal multi-level change.

Short Bio.: Dr. May Seitanidi is a Senior Lecturer at Hull University Business School, specialising in Corporate Social Responsibility. Her research focuses on social partnerships between business and nonprofit organisations. She is interested in the functional role of conflict in achieving sustainable social outcomes across economic sectors. May is a visiting Fellow at the International Centre for Corporate Social Responsibility (ICCSR) at the Nottingham University Business School, a Fellow of the Higher Education Academy (FHEA) and the Royal Society of Arts. She is the author of the book 'The Politics of Partnerships. A Critical Examination of Nonprofit-Business Partnerships' (Springer); co-editor (with Prof. Andy Crane) of the forthcoming edited volume 'Social Partnerships and Responsible Business: A Research Handbook' (Routledge) and the co-editor of the Journal of Business Ethics Special Issue in: Cross Sector Social Interactions (with Prof. Adam Lindgreen). She is also the Editor of the annual publication 'The Annual Review of Social Partnerships' that is available from:
Currently she is co-organising with Prof. Rob van Tulder the 3rd International Symposium on Cross sector Social Interactions with The Partnerships Research Centres at the University of Erasmus in Rotterdam. For more information about the Symposium please see link below.
May has extensive consultancy experience in Corporate Community Involvement, Social Partnerships, Corporate Communications and Sponsorship.
Access to her new book: The Politics of Partnerships, the link is available from

For further information