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| Tekijä: | Richter, U.H. |
| Otsikko: | Drivers of change: a multiple-case study on the process of institutionalization of corporate responsibility among three multinational companies |
| Lehti: | Journal of Business Ethics
2011 : AUG II, VOL. 102:2, p. 261-279 |
| Asiasana: | corporate responsibility social responsibility multinational companies entrepreneurship case studies |
| Vapaa asiasana: | CSR legitimacy |
| Kieli: | eng |
| Tiivistelmä: | In this multiple-case study, analyzed is the perceived importance of seven categories of institutional entrepreneurs for the corporate social responsibility (CSR) discourse of three multinational companies (MNCs). It is aimed to significantly advance the empirical analysis of the CSR discourse for a better understanding of facts and fiction in the process of institutionalization of CSR in MNCs. Carrying out 42 semi-structured face-to-face and phone interviews in two rounds with 30 corporate managers from three multinational companies (BAT Switzerland, Hewlett-Packard, and Nestlé), it is indicated that one company is driven by civil society's influence on consumer's perception, the second company by direct attacks by civil society, agenda setting organizations and legislators, and the third by the pressure of large customers and legislators. It is suggested that the MNC coping behaviours at both ends of the spectrum of perceived responsible behaviour aim at 1. improving the business case for CSR and 2. increasing legitimacy in society, resulting in converging CSR perceptions, and fostering an institutionalization of CSR. |
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