Pauline Asmar, PhD Candidate at HEC Paris

Pauline Asmar

PhD Candidate at HEC Paris

Welcome to my personal website

About Me

I am a PhD student in the Strategy and Business Policy at HEC Paris. I am a member of the Sustainability and Organizations (S&O) Institute, the Purpose chair, and the GREGHEC research unit. My research focuses on explaining how purpose within firms influences employees' perception of their firm and their behavior within the firm. I am the recipient of the Special Fellowship scholarship of S&O center Joly Family Chair in Purposeful Leadership.

My research interests are inspired by my professional experience in both managerial and non-managerial roles. Before joining HEC Paris, I worked in the chemical industry and the sports industry, as well as in the culture industry. I completed an MBA in Entrepreneurship at ESCP Business school and ESA Business School, and a research masters in management at HEC Paris.

Thesis Chapters

Is Team Commitment Related to Dialogue About Corporate Purpose?

Co-authored with Rodolphe Durand, Long Range Planning (August 2025)

This paper examines the relationship between communication on a firm's purpose between a team leader and individual team members (referred to as "purpose dialogue") and the resulting levels of team commitment. We hypothesize that increased dialogue about purpose will lead to higher team commitment by enhancing consensus on the team's tasks and objectives, a relationship moderated negatively by the variation of leader-member exchange quality and positively by the autonomy given by leaders to individual team members. Using data from 469 firms and 57,440 individual observations, we find support for our hypotheses across different contexts.

How Do Corporate Irresponsibility and Corporate Purpose Affect Employee Commitment?

Solo project, working paper

This paper studies employees' reactions to corporate social irresponsibility (CSiR) sanctions by studying employees' commitment post CSiR. Relying on the Social Identity Theory and using turnover as proxy for employee commitment, I hypothesize that employees are less committed to their firm after it is sanctioned for CSiR as they attempt to protect their own identity from the sanctioned firm's negative features. In addition, firms with more explicit corporate purpose statements face more employee scrutiny. With data from the 10K annual reports, Compustat, Reprisk, and Violation Tracker (US), I find that employee commitment is weaker when a firm is sanctioned for its irresponsible actions and that corporate purpose contributes to this negative relationship in firms with high purpose score.

A theory on the origins and evolution of the purposefulness of firms

Co-authored with Yasir Dewan & Rodolphe Durand, working paper

This theoretical paper proposes a framework to assess purposefulness at the different stages of a venture's life, starting from the founding period. It presents various factors that are precursors and consequences of a firm's purposefulness from the employees' perspective. The framework we propose is a cycle to understand how the firm's purposefulness increases or decreases. It suggests that, with a knowledge of certain firm level and top management level factors, we can estimate how purposeful a firm really is.

Publications

"Is Team Commitment Related to Dialogue About Corporate Purpose?", Long Range Planning, August 2025, vol. 58, n° 4 (with R. Durand)

"The Missing Link Between Purpose and Performance", MIT Sloan Management Review, August 21, 2025 (with R. Durand & J-M. Laouchez)

Other Contributions

"Not Just Parrots: Why Middle Managers Are The Missing Link In Purpose-Driven Companies", Forbes, July 2025 (with D. Brown & R. Durand)

"Not Just Parrots: How Middle Managers Bring Purpose to Life", Knowledge@HEC podcast with Daniel Brown (July 15, 2025)

šŸ“„ Consult my CV