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Tekijä:Joutsenvirta, M.
Otsikko:Setting boundaries for corporate social responsibility: firm-NGO relationship as discursive legitimation struggle
Lehti:Journal of Business Ethics
2011 : AUG I, VOL. 102:1, p. 57-75
Asiasana:corporate responsibility
social responsibility
organizational behaviour
forestry industry
companies
Nordic countries
Finland
non-government organizations
international
Vapaa asiasana:CSR
legitimacy
discourse analysis
rhetorical analysis
sensemaking
languages
Kieli:eng
Tiivistelmä:This article extends the understanding of the firm-nongovernmental organization (NGO) relationship by highlighting the role of language in shaping organizational behaviour. The focus is on discursive and rhetorical activity by which firms and NGOs jointly define boundaries for socially acceptable corporate behaviour. The discursive legitimation struggles of a leading Finnish forest industry company StoraEnso and Greenpeace are explored from 1985 to 2001. It is examined how these struggles participated in the (re)definition and institutionalization of corporate social responsibility (CSR). There is found a mixture of rational and moral struggles as a key feature of this legitimation work. It is shown how different manifestations of these struggles act as a central mechanism redefining what the boundaries of corporate responsibility are in a specific setting. It is also illustrated how the actors' ability to sense the publics' views contribute to rhetorical difficulties of the industry and ..., and how the rational and moral struggles build up in time to trigger changes in the actors' sensemaking and actions.
SCIMA tietueen numero: 274508
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