Framing Sustainable Practices: Middle Managers and Social Intrapreneurial Championing

This paper develops and clarifies social intrapreneurship theory by examining the “how” of effective intrapreneurial championing. More specifically, the authors consider the following research question: How does the manner in which middle managers frame sustainable practices influence successful championing outcomes? The authors integrate the natural-resource-based view of the firm with research on middle management championing behaviors and issue-contingent models of ethical decision making to propose a model of sustainability championing for social intrapreneurs. To that end, propositions are developed concerning the relationship between the types of sustainable practice championed, how the argument for a given practice is framed, and successful championing outcomes. This paper contributes to a growing body of literature on social intrapreneurship, providing insight into how intrapreneurial championing can be more effective and building a foundation for future research.