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Von rhetorischer zu organisationaler Realitaet? Die globale Standardisierung von Unternehmensverantwortung als diskursiver Aushandlungsprozess (From rhetorical to organizational reality? The global standardization of corporate social responsibility as process of discursive negotiation)

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Author Info

  • Dennis Schoeneborn
  • Patrick Haack
  • Christopher Wickert

Abstract

In diesem Beitrag untersuchen wir den Prozess der globalen Standardisierung von Massnahmen der Corporate Social Responsibility (CSR). Unter Rueckgriff auf Theorieansaetze des Neuen Soziologischen Institutionalismus unterscheiden wir hierbei zwischen der Breiten- und Tiefendimension von CSR-Standardisierungsprozessen. Am Beispiel des „Equator Principles“-Standards in der internationalen Projektfinanzierungsindustrie zeigen wir auf, dass sich CSR-Standards innerhalb einer Industrie zwar rasch und weit verbreiten koennen (Breitendimension), dass jedoch erst diskursive Aushandlungsprozesse zwischen den beteiligten Akteuren mithin darueber bestimmen, ob und inwieweit die Aussendarstellung mit der tatsaechlichen Implementierung von Organisationspraktiken (Tiefendimension) in Einklang gebracht wird. (In this paper, we examine the process of global corporate social responsibility (CSR) standardization. By drawing on neo-institutionalist theories we distinguish between the breadth and depth dimension of CSR standardization. Based on our empirical study of the “Equator Principles”, a CSR standard in the field of international project finance, we exemplify that CSR standards indeed can disseminate rapidly and widely within an industry (breadth dimension). However, we also show that their impact is contingent upon discursive negotiation processes that affect whether the formal adoption of a standard is perceived as meaningful and legitimate, in turn engendering the actual organizational implementation of practices (depth dimension).)

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Bibliographic Info

Article provided by Rainer Hampp Verlag in its journal Zeitschrift fuer Wirtschafts- und Unternehmensethik.

Volume (Year): 12 (2011)
Issue (Month): 1 ()
Pages: 71-86

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Handle: RePEc:rai:ethics:doi_10.1688/1862-0043_zfwu_2011_01_schoeneborn

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Related research

Keywords: Corporate Social Responsibility; Standardization; Equator Principles; Institutional Theory; Narratives;

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