Overcoming the organizational pains of the B Corp certification: A case study of a global consulting firm

Abstract

The main objective of this research is to understand better and evaluate the organizational obstacles that a company aiming for the B Corp certification might encounter during the certifying process and identify potential solutions and practices to alleviate the observed barriers.

The research uses a qualitative interpretative approach as a single in-depth case study. The primary data was collected through twenty-one semi-directive interviews within the case company, done with eight organization members at different times during the certification process. This data was complemented through informal discussions within the case company and the collection of internal documentation and communications.

The study highlighted internal resistance in the form of leadership expectations, a fear of failure, resistance to extra work, and skepticism about the value of the B Corp certification as the first major obstacle. The lack of financial and non-financial resources was the second barrier preventing progress towards the certification. Finally, a complex organizational structure appeared as the third main obstacle to the success of the B Corp certification process. The study also highlighted the importance of companywide and cross-level communication about the initiative to alleviate the before-mentioned barriers.