In their recent essay, Gond and Moser (2019) have proposed that micro-CSR research has the potential to “matter” and transform business practices as it engages closely with how individuals in companies work with and experience corporate social responsibility (CSR). But can micro-CSR research in its current form realize this transformative potential and serve social justice? Adopting an intellectual activist position, we argue that the transformative potential of micro-CSR is severely limited by its predominant focus on CSR as defined, presented, and promoted by companies themselves, thereby serving to sustain the hegemony of the business case for CSR, promoting narrow interests and maintaining managerial control over corporate responsibilities. We propose that micro-CSR researchers broaden the scope of their research to cultivate the potential of alternative ideas, voices, and activities found in organizational life. In so doing we lay out a research agenda that embraces employee activism, listens to alternative voices, and unfolds confrontational, subversive, and covert activities. In the hope of inspiring other micro-CSR researchers to explore these unconventional paths, we also offer suggestions as to how we can pursue them through empirical research.

This article addresses intra-organizational pressures for organizational transformation toward more responsible business practices by exploring the role of internal activists. Building on the interactive framing perspective, I ask how internal activists develop a framing of their company's responsibilities as they attempt to transform its business practices from the inside out. I explore this question in the context of a Danish pharmaceutical company's responsibilities regarding the rising diabetes problem. Grounded in an inductive, interpretive analysis, I show how internal activists developed a framing of the company's responsibility over time and eventually instigated new ways of thinking about and doing business in their organization. I theorize the constitutive processes that strengthened frame alignment and allowed the internal activists to shape business practices. My study contributes to the literature on CSR communication by explaining how intra-organizational processes of meaning-making may constitute more responsible business practices and by explicating the distinct role of internal activists as agents of organizational transformation.

This paper examines how companies manage their legitimacy in driving social change, drawing attention to how companies proactively negotiate their involvement with nonmarket actors. Building on the legitimacy‐as‐process perspective, I argue that companies construct the legitimacy of their involvement by engaging in relational work, that is, by investing efforts in shaping their relations with others and thereby redefining roles and responsibilities. To explore the role of relational work in business‐driven social change, I present an inductive, interpretive study of a pharmaceutical company’s efforts to build a market for its products by improving diabetes care in Indonesia. Grounded in the empirical study, I develop a process model to explain how legitimacy is redefined from the bottom‐up, that is, how a company’s involvement is re‐negotiated in situ and crafted to attain the social approval of a wider audience. Advancing the micro‐foundations of nonmarket strategy, the model offers new insights into how companies can organize with nonmarket actors and how they can effectively publicize their involvement as socially responsible. I also discuss the model’s implications for a more critical research agenda on the political responsibilities of companies in social change.

Purpose The purpose of this paper is to open up new lines of research into the engagement of corporations during humanitarian crises. The paper provides an introduction to core concepts in the delivery of humanitarian assistance, as well as a comprehensive overview of when, why, how, and to what effect corporations engage in humanitarian action. Design/methodology/approach Building on extant literature and policy reports, the paper synthesizes concepts and insights to map the interdisciplinary field of research on corporate engagement in humanitarian action. Findings The paper systematically reviews and describes different dimensions of corporate engagement for delivering humanitarian action and explains key complications that inspire new research questions. In particular, the paper highlights challenges associated with getting corporations to engage in humanitarian action; challenges associated with ensuring effective corporate engagement; and challenges associated with ensuring ethical engagement. Originality/value By raising new questions about corporate engagement in humanitarian action, this paper develops an original and positive research agenda for international business, management research, and related fields.

No abstract