CSR i kontekst, legitimitet og ledelsespraksis

Julie Torsbjerg Lynge, Mathias Lærkegård Gram & Birgitte Sabra

Studenteropgave: Semesterprojekt

Abstrakt

Demands as to how companies are expected to act in relation to society are changing. This explains the latter 30 years’ intensive focus on the issue of e.g. Corporate Social Responsibility and the many points of views as to the exact content of the notion. Based on M. Soc. Sc. Susanne Holmström, the increasingly frequent legitimacy conflicts of today may be described as a new paradigm for legitimating business conduct replacing an old. To investigate this theme the first part of the project is testing the operationalization of Holmströms sociological theory based on Luhmanns theory of systems. According to Holmströms description of the two sociological paradigms, they represent two different management praxis orders. The first praxis order can be described as if the organization reflects itself only in the environment, as if in a mirror, and the second as seeing itself as if from outside. The difference between the paradigms is illustrated in three interrelated organizational functions: sensitivity, self-presentation and self-observation. The project deals with the question of how one can characterize two companies’ CSR communication concerning environmental responsibility according to the two sociological paradigms by taking a methodological approach offered by linguistic, pragmatic and grammatical studies. We choose to test the paradigm on two companies, Danish FLSmidth and Mexican CEMEX, and find that FLSmidth seems to communicate as described in the first order praxis and CEMEX primarily as the second order praxis. The second part of the project examines development from solid to fluid modernity as well as the development in demands to and expectations of acting with social responsibility in business. Further it discusses how FLSmidth can act according to the legitimacy strategy of each form of management praxis. It states reasons for the fact that FLSmidth is still situated in the first order praxis, mainly because they have not been forced to change, neither by their market situation nor by legitimacy crises, but investigate the reasons for FLSmidth to take a stand on present moments’ demands of fluid modernity and their own admittance of the surrounding worlds’ observations.

UddannelserDansk, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
SprogDansk
Udgivelsesdato20 jan. 2011
VejledereSusanne Kjærbeck

Emneord

  • virksomheders ansvar
  • omverden
  • CSR
  • refleksivitet
  • Holmström
  • stakeholder
  • CEMEX
  • miljø
  • FLSmidth
  • tekstanalyse
  • sociologi
  • legitimitet
  • pragmatik
  • Luhmann