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Talking the Talk, Moral Entrapment, Creeping Commitment? Exploring Narrative Dynamics in Corporate Responsibility Standardization
Open accessAbstract
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.
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“In their analysis of corporate responsibility standardization Haack et al. (2012) similarly illustrate that increased public scrutiny makes decoupling between words and action a transitory phenomenon because organizations talk themselves into”
From Timely hypocrisy? Hypocrisy temporalities in CSR communication (2020) · cites this paper as Haack et al. (2012)
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“Research has indicated that this is possible provided internal and external audiences play along with the ambitions, take the goals seriously while demanding follow-up action (e.g., Haack, Schoeneborn, & Wickert, 2012;Livesey & Graham, 2007; see also Bromley & Powell, 2012).”
From Timely hypocrisy? Hypocrisy temporalities in CSR communication (2020) · cites this paper as Haack, Schoeneborn, & Wickert, 2012
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“This is so, they claim, not only because external stakeholders enforce compliance, but also because the new way of talking shapes how management and other organizational members see themselves and their roles in a new light.”
From Timely hypocrisy? Hypocrisy temporalities in CSR communication (2020) · cites this paper as Haack et al. (2012)
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Metadata
- Authors
- Haack, P., Schoeneborn, D., & Wickert, C.
- Affiliations
- University of Zurich (CH)
- University of Lausanne (CH)
- Corresponding author
- Haack, Patrick
- Venue
- Organization Studies
- Publisher
- SAGE Publications
- Published
- 2012-05
- Volume
- 33
- Issue
- 5-6
- Pages
- 815-845
- ISSN
- 0170-8406 (ISSN-L)
- 1741-3044
- OpenAlex
- W2099150154
- Cited by
- 303
- References
- 80
- Citations by year
- 2026: 27 · 2025: 17 · 2024: 19 · 2023: 18 · 2022: 33 · 2021: 26 · 2020: 16 · 2019: 40 · 2018: 12 · 2017: 24 · 2016: 16 · 2015: 22 · 2014: 13 · 2013: 11 · 2012: 7
- FWCI
- 34.46
- Type
- journal article
- Language
- en
- Open access
- green
- www.zora.uzh.ch
- Locations
- Organization Studies (publishedVersion)
- VU Research Portal (publishedVersion)
- Alexandria (UniSG) (University of St.Gallen) (acceptedVersion)
- Zurich Open Repository and Archive (University of Zurich) (acceptedVersion, other-oa)
- IRIS (submittedVersion)
- Alexandria (UniSG) (University of St.Gallen) (submittedVersion)
- Multilingual Matters (Channel View Publications) (submittedVersion)
- SERVAL (Université de Lausanne) (submittedVersion, other-oa)
- Zurich Open Repository and Archive (University of Zurich) (submittedVersion, other-oa)
- Data Archiving and Networked Services (DANS) (submittedVersion)
- Zurich Open Repository and Archive (University of Zurich)
- Funders
- National Science Foundation
- Universität St. Gallen
- Schweizerischer Nationalfonds zur Förderung der Wissenschaftlichen Forschung (129995)
- Freie Universität Berlin
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Management and Organizational Studies
- Social Sciences › Business, Management and Accounting › Strategy and Management › Corporate Social Responsibility Reporting
- Social Sciences › Business, Management and Accounting › Strategy and Management › Global trade, sustainability, and social impact
- Keywords
- narrative dynamics, Equator Principles, corporate social responsibility, language change
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