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Collective ideals and practices in sustainable development: managing corporate identity
Author(s) -
Lauring Jakob,
Thomsen Christa
Publication year - 2008
Publication title -
corporate social responsibility and environmental management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.519
H-Index - 73
eISSN - 1535-3966
pISSN - 1535-3958
DOI - 10.1002/csr.181
Subject(s) - identity (music) , incentive , corporate social responsibility , business , organizational identity , public relations , ethnography , order (exchange) , corporate identity , process (computing) , social identity theory , sustainable development , marketing , political science , sociology , social group , economics , organizational commitment , market economy , law , social science , acoustics , anthropology , computer science , operating system , physics , finance
When implementing corporate identity initiatives, CSR values are often formally distributed throughout the organization. This is done to coordinate the actions of organizational members to meet demands of social responsibility among stakeholders. However, inconsistencies between ideals and practices can often be observed. Based on an ethnographic study of the implementation of equal opportunity policies in a Danish organization, this article argues that identity making is a socially negotiated process. Consequently, policy interpretations may be guided by different incentives in the different local settings. We suggest that policies should be developed in close interaction with the different organizational members in order to facilitate CSR identity making at a local level. Copyright © 2008 John Wiley & Sons, Ltd and ERP Environment.