Corporations as agents of social change: A case study of diversity at Cummins Inc.

Abstract

This case study on the American multinational Cummins Inc. calls into question traditional, normative theories of corporate social responsibility (CSR). Although the dominant literature views CSR as a response to society, Cummins’ promotion of diversity dates back to the 1940s, making their efforts well in advance of society’s expectations. The article shows that Cummins’ management pushed for civil and lesbian, gay, bisexual and transgender (LGBT) rights at times when society viewed these actions as being illegitimate and against community values. The study suggests that leaders for diversity at Cummins were able to gain support during these difficult times due to their high level of influence and by connecting the value of diversity to Cummins’ organisational identity.