Managing Corporate Social Responsibility in Action (Corporate Social Responsibility Series)

280 Pages·2007·0.9 MB·English

by  Hond

MANAGING CORPORATE SOCIAL RESPONSIBILITY
IN ACTION
Corporate Social Responsibility Series
Series Editor:
Professor David Crowther, De Montfort University, Leicester, UK
This series aims to provide high quality research books on all aspects of corporate social
responsibility including: business ethics, corporate governance and accountability,
globalization, civil protests, regulation, responsible marketing and social reporting.
The series is interdisciplinary in scope and global in application and is an essential
forum for everyone with an interest in this area.
Also in the series
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ISBN 978-0-7546-4754-4
The Cooperative Movement
Globalization from Below
Richard C. Williams
ISBN 978-0-7546-7038-4
Capitalist Networks and Social Power in Australia and New Zealand
Georgina Murray
ISBN 0 7546 4708 0
Stories, Visions and Values in Voluntary Organisations
Christina Schwabenland
ISBN 0 7546 4462 6
Whistleblowing and Organizational Social Responsibility
A Global Assessment
Wim Vandekerckhove
ISBN 0 7546 4750 1
Repoliticizing Management
A Theory of Corporate Legitimacy
Conor Cradden
ISBN 0 7546 4497 9
Managing Corporate Social
Responsibility in Action
Talking, Doing and Measuring
Edited by
FRANK DEN HOND
Vrije Universiteit, The Netherlands
FRANK G.A. DE BAKKER
Vrije Universiteit, The Netherlands
PETER NEERGAARD
Copenhagen Business School, Denmark
© Frank den Hond, Frank G.A. de Bakker and Peter Neergaard 2007
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system
or transmitted in any form or by any means, electronic, mechanical, photocopying, recording
or otherwise without the prior permission of the publisher.
Frank den Hond, Frank G.A. de Bakker and Peter Neergaard have asserted their moral right
under the Copyright, Designs and Patents Act, 1988, to be identified as the editors of this work.
Published by
Ashgate Publishing Limited Ashgate Publishing Company
Gower House Suite 420
Croft Road 101 Cherry Street
Aldershot Burlington, VT 05401-4405
Hampshire GU11 3HR USA
England
Ashgate website: http://www.ashgate.com
British Library Cataloguing in Publication Data
Managing corporate social responsibility in action :
talking, doing and measuring. - (Corporate social
responsibility series)
1. Social responsibility of business
I. Hond, Frank den II. Bakker, Frank G. A. III. Neergaard,
Peter
658.4'08
Library of Congress Cataloging-in-Publication Data
Managing corporate social responsibility in action : talking, doing and measuring /
edited by Frank den Hond, Frank G.A. de Bakker and Peter Neergaard.
p. cm. -- (Corporate social responsibility series)
Includes index.
ISBN 978-0-7546-4721-8
1. Social responsibility of business. 2. Industrial management. I. Hond, Frank
den. II. Bakker, Frank G.A. de. III. Neergaard, Peter.

HD60.M3645 2007
658.4'08--dc22
2006039300
ISBN 978-0-7546-4721-8
Printed and bound in Great Britain by Antony Rowe Ltd, Chippenham, Wiltshire.
Contents
List of Figures vii
List of Tables viii
Notes on Contributors ix
Foreword xi
Acknowledgements xii
List of Abbreviations xiii
1 Introduction to Managing Corporate Social Responsibility in Action:
Talking, Doing and Measuring
Frank den Hond, Frank G.A. de Bakker and Peter Neergaard 1
PART 1: TALKING: CSR IN DISCOURSE
2 The Making of Meaning in the Media: The Case of Corporate
Social Responsibility in the Financial Times
Helena Buhr and Maria Grafström 15
3 The Commercialization of CSR: Consultants Selling Responsibility
Karolina Windell 33
4 Tracing the Evolution of Corporate Discourse on Corporate Social
Responsibility: A Longitudinal, Lexicological Study
Frank G.A. de Bakker, Claes Ohlsson, Frank den Hond, Stefan Tengblad
and Marie-France B. Turcotte 53
PART 2: DOING: CSR IN PRAXIS
5 The Bottom Line of CSR: A Different View
Esben Rahbek Pedersen and Peter Neergaard 77
6 Lost in Translation: The Case of Skandia’s ‘Ideas for Life’
Pauline Göthberg 93
7 ‘What about me?’ The Importance of Understanding the Perspective of
Non–Managerial Employees in Research on Corporate Citizenship
Elliot Wood 111
vi Managing Corporate Social Responsibility in Action
8 Exporting Knowledge and Values: A Discussion of Managerial
Challenges when Attempting to Diffuse CSR across Company and
National Borders
Eirik J. Irgens and Harald Ness 127
PART 3: MEASURING: CSR IN SCALES
9 The Development of a CSR Industry: Legitimacy and Feasibility as the
Two Pillars of the Institutionalization Process
Aurélien Acquier and Franck Aggeri 149
10 Marketing Corporate Social Responsibility in a National Context:
The Case of Social Rating Agencies in France
Philippe Zarlowski 167
11 Superimposition or Continuity? Corporate Social Responsibility in
Non–Profit Organizations
Paolo Rossi 187
CONCLUSION
12 Managing Corporate Social Responsibility in Action: Reconciling
Rhetorical Harmony and Practical Dissonance
Frank den Hond, Frank G.A. de Bakker, Peter Neergaard and
Jean–Pascal Gond 205
Bibliography 227
Index 259
List of Figures
2.1 Number of Articles in the Financial Times Containing the Term
‘Corporate Social Responsibility’, per year, 1984–2003 16
3.1 Categories of Consultants Selling CSR Services 38
3.2 Visual Accounts of CSR and Coexisting Labels 41
3.3 Sociogram of Consultants in Sweden, 2002–2003 47
5.1 The Bottom Line of Environmental Labelling 88
5.2 Environmental Labelling and Goal Achievement 89
6.1 The Development of Ideas for Life (IfL) Chronologically 106
7.1 A Framework for Analyzing CSR 122
9.1 Market Interdependencies in the CSR Field 155
9.2 A Typology of Standardization Initiatives 160
10.1 The Field of Social Rating Agencies in France 172
List of Tables
2.1 Themes and Terminology Associated with CSR in the Financial
Times, 1999−2003 23
2.2 The Meaning of CSR as Conveyed in the Financial Times, 1999−2003 28
3.1 Rhetorical Strategies 43
4.1 Description of Dataset per Industry 60
4.2 Description of Dataset 61
4.3 Occurrence of CSR Discourse 63
4.4 Occurrence of Geographical Perspectives 67
4.5 Occurrence of Various Stakeholders 69
5.1 Motives for Addressing CSR 81
5.2 Companies’ Motives for Adopting Environmental Labelling 83
5.3 Direct Costs and Organizational Barriers 84
5.4 Benefits of CSR 86
5.5 Benefits Achieved from Environmentally Labelled Products 87
8.1 The Export and Editing of CSR: Mapping from the Headquarter’s
Point of View 142
10.1 Corporate Governance Models 170
10.2 CSR in Discourses and Activities: Two Competing Views 182
11.1 Summary of the Main Motives, Strengths and Weaknesses
Encountered by the Organizations in the MOSES Project 197
Notes on Contributors
Aurélien Acquier is an Associate Professor of Strategic Management at ESCP–EAP
and an associate researcher at the Center for Organization and Management Science
(CGS) of Ecole des Mines, Paris, France.
Franck Aggeri is an Assistant Professor of Management at the Center for Organization
and Management Science (CGS) of Ecole des Mines de Paris, Paris, France.
Frank G.A. de Bakker is an Assistant Professor of Strategic Management at the
Department of Public Administration and Organization Science and a research
affiliate of the Centre for Innovation and Sustainable Entrepreneurship (CIMO),
both at Vrije Universiteit, Amsterdam, the Netherlands.
Helena Buhr is a PhD student at the Department of Sociology, University of
Michigan, United States of America.
Jean–Pascal Gond is a Lecturer at the International Centre for Corporate Social
Responsibility, Nottingham University, Nottingham, United Kingdom.
Pauline Göthberg is a PhD student at the Department of Business Studies, Södertörns
Högskola/Uppsala University, Huddinge, Sweden.
Maria Grafström is a PhD student at the Department of Business Studies, Uppsala
University, Uppsala, Sweden.
Frank den Hond, is an Associate Professor of Strategic Management at the Department
of Public Administration and Organization Science and a research affiliate of the
Centre for Innovation and Sustainable Entrepreneurship (CIMO), both at Vrije
Universiteit, Amsterdam, the Netherlands.
Eirik J. Irgens is an Associate Professor of Organizational Sociology at the Program
for Management Studies, Nord–Trondelag University College (HINT), Levanger,
Norway, and an affiliated researcher at Learning Lab Denmark, The Danish
University of Education, Copenhagen, Denmark.
Peter Neergaard is a Professor of Quality and Environmental Management at
the Department of Operations Management, Copenhagen Business School,
Frederiksberg, Denmark.