Heroic narratives of intentional non-compliance with PRME

Purpose The governing bodies responsible for drafting and promoting the Principles for Responsible Management Education (PRME) apparently envisioned a completely voluntary initiative without concern for accountability. Public concern and commentary led to the addition of a reporting requirement in 2010. Two years later, program administrators began to update statuses. As of January 2016, PRME listed 636 signatories on their website. Because the reporting requirement took effect, approximately 86 schools have broken their commitment to comply with the PRME standards. Some schools were de-listed for inaction, whereas others actively left the program. This study aims to understand those who intentionally chose not to comply with PRME. Design/methodology/approach This study utilized a heroic quest typology to analyze and understand the behavior of institutions that intentionally chose not to comply with PRME. Narrative analysis of these concluded quests included strategic plans, research summaries, course syllabi and descriptions, press releases, PRME Sharing Information on Progress reports, UNGC letters of commitment, Communication on Progress reports, and internal informants. Findings Out of the 15 entities, 4 exhibited dual or quasi-heroic quests. Their experiences offered two viable and practical alternatives for institutions seeking to transcend the business ethics industry limitations of the PRME initiative. Research limitations/implications The narrative analysis of this study encompassed a sufficiently large amount of data for confidence in the typological characterization of each institution’s heroic quest. Additional insights from informants would no doubt strengthen the analysis. Practical implications The existence of the business ethics industry casts doubt on the ability of business schools and their accreditors to offer substantive change to create a genuine form of responsible management education. This study concludes with two alternative paths taken by schools attempting to escape the narrative of irresponsible management. Originality/value The PRME publicly lists signatories in non-compliance. While most of these result from passive inaction, a small number of institutions intentionally choose to leave the PRME. No research has been done to understand these intriguing cases and the heroic quest typology is a unique application in narrative analysis.