The data showed a lack of clarity over whom or what is driving CSR initiative development (the second K&A dimension). There is confusion among staff and managers about how and if this is done (suggesting the self-protecting stage):‘‘. . .it’s probably bigger than that. . .I think it would need to be driven right from the top down not from the bottom up.” (#18)‘‘Interviewer: I was as I say at [site 2] they’ve done such fantastic things in the kitchen, they’ve got a new catering manager in and he’s reduced their energy consumption in the kitchen by about thirty eight percent. . ..