TY - JOUR

T1 - Talking the Talk, Moral Entrapment, Creeping Commitment?

T2 - Exploring Narrative Dynamics in Corporate Responsibility Standardization

AU - Haack, Patrick

AU - Schoeneborn, Dennis

AU - Wickert, Christopher

PY - 2012/6/22

Y1 - 2012/6/22

N2 - This paper examines the type and temporal development of language in the process of corporate responsibility (CR) standardization. Previous research on CR standardization has addressed the proliferation and organizational embedding of material practices but neglected the analysis of underlying ideational dynamics. Departing from this practice, we introduce a narrative perspective that illuminates the trajectory a CR standard follows, from being formally adopted to becoming collectively accepted as a valid solution to a problem of societal concern. We argue that this perspective helps scholars explore the dynamic interplay between symbolic and material aspects of standardization and understand better the discursive antecedents of coupling processes in organizations. Drawing on the case of the Equator Principles standard in international project finance, we empirically study how narratives create meaning shared by both business firms and their societal observers, thereby exemplifying the analytical merit of a narrative approach to CR standardization.

AB - This paper examines the type and temporal development of language in the process of corporate responsibility (CR) standardization. Previous research on CR standardization has addressed the proliferation and organizational embedding of material practices but neglected the analysis of underlying ideational dynamics. Departing from this practice, we introduce a narrative perspective that illuminates the trajectory a CR standard follows, from being formally adopted to becoming collectively accepted as a valid solution to a problem of societal concern. We argue that this perspective helps scholars explore the dynamic interplay between symbolic and material aspects of standardization and understand better the discursive antecedents of coupling processes in organizations. Drawing on the case of the Equator Principles standard in international project finance, we empirically study how narratives create meaning shared by both business firms and their societal observers, thereby exemplifying the analytical merit of a narrative approach to CR standardization.

KW - Management studies

KW - corporate responsibility

KW - decoupling

KW - Equator Principles

KW - institutionalization

KW - narratives

KW - standardization

UR - http://www.scopus.com/inward/record.url?scp=84873854959&partnerID=8YFLogxK

U2 - 10.1177/0170840612443630

DO - 10.1177/0170840612443630

M3 - Journal articles

VL - 33

SP - 815

EP - 845

JO - Organization Studies

JF - Organization Studies

SN - 0170-8406

IS - 5-6

ER -