News & Stories
Building frameworks for social impact
Imagine walking into class and finding your professor dressed in a full spacesuit, ready to launch a discussion on how to build fair and ethical societies.
Picture that same professor purchasing a Cameo from Billy McFarland — the infamous co-founder of the disastrous Fyre Festival — not for entertainment, but to press him on the ethical failures that led to his downfall and the lessons he learned as he pursues Fyre Festival 2.
Now, imagine a professor who doesn’t just rely on textbook examples, but collaborates with journalists to create fresh and custom case studies on modern scandals — like Theranos. Students dive deep into how that startup – led by a founder promising to revolutionize healthcare – fooled investors, media moguls and government leaders into backing a $9 billion mirage.
Students of Timothy Kundro, organizational behavior professor at UNC Kenan-Flagler Business School, don’t have to imagine it. They have experienced it. Kundro has done all it and more to leave lasting impressions on his students and ensure that they carefully weigh ethics and social impact in business decision-making.
Social impact
“I think it’s crucial to keep the content current and relevant by using contemporary cases and examples that illustrate ethical and social issues students might face in their careers,” says Kundro. “This approach helps students understand that these topics aren’t just theoretical but have practical applications.”
Kundro’s main assignment is teaching the Undergraduate Business Program (UBP) required ethics course.
“You’re trying to make it a palatable and impactful seven weeks,” he says. “I think it’s a challenge do this. Which content is going to stick? Teaching the undergrads is incredible.”
Kundro is featured in our “Faculty Files” video series on social media.
In addition, Kundro works with MBA@UNC on Summits, in-person courses that complement the online curriculum. He has led sessions on social impact and groups and teams. He’s also taught a PhD class in organizational ethics.
“Teaching courses about social impact and ethics is particularly important in today’s business environment, where these considerations are increasingly central to business decisions,” says Kundro.
He’s also passionate about his research, which reinforces his teaching. It centers on how people respond to moral situations in the workplace.
“I’m particularly interested in how moral issues influence various aspects of work, such as innovation, employee engagement and interpersonal conflict” he says.
His research has been published in top academic journals and reached practitioners through Harvard Business Review, The Wall Street Journal, National Public Radio and Scientific American. He also writes a column for Forbes.
In 2023, Kundro won the Academy of Management Journal (AMJ) best Paper award for “Does Power Protect Female Moral Objectors?” with Nancy Rothbard. Ultimately, their study found women in power who took steps like speaking up about ethical issues might experience greater retaliation than men taking similar actions.
Kundro grapples with morality at work in his research. In one study he shows that employees feeling bad after taking breaks can lead to unethical and costly behaviors. He also examined how moral concerns, under the right conditions, can make employees particularly creative and innovative.
He is collaborating with PhD and UBP students through what he calls the “Not-a-lab lab.”
“It’s amazing to work with students at different levels to conduct research,” he says. “I think we learn a lot from each other, and the work we produce is better as a result.”
Kundro also works students in the UBP thesis program as they take on in-depth research projects. His commitment extends across the Univeristy: His was recognized with the Class of 1996 Award for Advising Excellence in 2025 for the exceptional service he provides to students.
He also has served as an expert witness and consults with several organizations, which is professionally rewarding.
“These additional activities complement my teaching and research, providing different perspectives and applications in real-world contexts,” he says.
“Teaching courses about social impact and ethics is particularly important in today’s business environment.”
What’s next
Outside the classroom Kundro enjoys mountain biking and whitewater kayaking. He recently participated in a challenging mountain bike race called the Off-Road Assault on Mount Mitchell.
“North Carolina is a world class playground for all things outdoors and I’m incredibly lucky to be in the middle of it all,” says Kundro.
But the state’s beauty is not the only reason he was drawn to Chapel Hill. Having briefly grown up in Charlotte, Kundro was familiar with the Triangle area but the positive word of mouth from two friends and then PhD students at UNC Kenan-Flagler, Salvatore Affinito (PhD ’21) and Casher Belinda (PhD ’23), provided the first siren call. He saw an opportunity to join UNC Kenan-Flagler as a “can’t miss.”
“UNC Kenan-Flagler offers an incredible research environment with top-notch programs,” he adds. “It’s an especially exciting time to be here as the School is increasing the numbers we serve in the Undergraduate Business Program. The combination of research excellence and teaching opportunities makes it an incredible place to be a faculty member.”
Kundro is excited about continuing to develop his research and teaching at UNC Kenan-Flagler.
“The School’s growth trajectory presents several opportunities for innovation in both areas,” he says. “I’m looking forward to expanding my research on morality in the workplace, especially as it relates to the changing values and expectations of the current workforce. The supportive environment at UNC Kenan-Flagler provides an ideal setting for this work.”