A system, method and computer program product for using delegation as a mechanism to manage business activity by taking on a shared identity. In some implementations, the system includes a user interface module for receiving input signals from and sending information to a user, a delegate authentication module and an identity translation module. The delegate authentication module is operable to determine that an individual user identity is authorized to act as a delegate for an organization having an identity on a network-based software application and generate a verification signal. The delegate authentication module is coupled to the user interface module to receive the input signals from the user. The identity translation module is operable to translate the input signals from the user to a format such that they appear to be from the identity of the organization.