Corporate Social Responsibility of a French SME in the Transport Sector: Networking for Change

Abstract Purpose The chapter discusses the conditions under which a transport small and medium-sized enterprise (SME) engages in strategic corporate social responsibility (CSR) and how complex new technology might be adopted. Design/methodology/approach The chapter is based on the case study of a transport SME engaging into greening its transport activity with electric trucks. Findings The case study gives an insight into adoption conditions of radical new technology by an SME where collective adoption is required to make the new system efficient. It suggests that an industry leader undergoes the trial stage to favour later infusion of the innovation across the given industry. It is also shown that strategic CSR from SMEs is hampered by the complex setting into which new technologies are embedded. Practical implications Environmental concerns engage companies in important technological changes. In order to set up their strategy, SMEs should get involved in professional organizations within their industry and across industries, to benefit from information and ultimately to facilitate adoption where multi-user adoption is a key technology characteristic. Originality/value The work introduces the challenges of transition economy and new technology adoption in the prospect of greening transport activities. It shows the eco-systemic nature of ongoing changes and the necessity for SMEs to network within and across industries.