Construction, diffusion et effectivité des standards transnationaux en matière de responsabilité sociale des entreprises

Attempts at regulating corporations by means of transnational standards have grown over the past several years. In order to better understand this phenomenon, this article thesis studies the institutional processes of standards on corporate social responsibility (CSR). By analysing the crucial phases of the “lifecycle” of a CSR standard, we first study the construction and legitimation processes of two transnational standardization projects. Secondly, we analyse the diffusion processes of a newly created standard which is released in the organisational landscape. Finally, we adopt a macrosocial perspective and focus on the environmental question to reflect on the role and responsibilities of corporations with regards to the current environmental crisis. This research adopts a dynamic neo-institutional framework that focuses on actors and on institutional work aimed at creating, legitimizing, and diffusing a new institutional element. This qualitative research uses a case study methodology and examines the standard ISO 26000– Guidance on social responsibility developed by the International Organization for Standardization (ISO). This private transnational standard, which is not certifiable, was developed between 2002 and 2010. It is aimed at all organizations and covers the main issues of organizational responsibility. The analysis notably relies on numerous interviews with key actors at the international and national level (Germany and Canada).  The first article focuses on the initiation and construction of transnational CSR standards by comparing the inception of the UN Global Compact, a public standard, with the outset of a private standardization project – the ISO 26000. By focussing on the actors and by applying the concept of institutional work, the analysis distinguishes between six forms of institutional work which had been undertaken: the creation of the standard (discursive/substantial), the mobilization of support (internal/external), and the organization of an inclusive space for discussion (consultation/negotiation). On the one hand, the social position of the initiators and of the organization that produces the standard as well as the external conjuncture can either hamper or facilitate the construction of a standardization project. On the other hand, certain forms of institutional work can foster the legitimation of the project. Legitimacy, potentially bestowed by an interested audience, is a necessary condition for the recognition and adoption of the standard by corporations. The analysis reveals the legitimation mechanisms in the initial construction of a CSR standard and shows that the amount of the different forms of institutional work varies depending on the specific conditions of each initiative.  Continuing the analysis of institutional work, the second article focuses on the phase that follows the publication of a new CSR standard and studies the diffusion processes of ISO 26000 in Germany and Canada. The analysis reveals that a standard is not diffused automatically, but that many actors, for the most part having participated in the development of a standard, from various backgrounds (consultants, standards organizations, governments, researchers, business associations), engage to promote the standard. The organization that launched the standard has only a limited influence on these activities, and national contexts have an important influence on a standard which aspires to be transnational. The case of ISO 26000 allows us to categorize different diffusion activities and build a matrix comprising four types of diffusion: diffusion work can be direct or indirect, as well as explicit or implicit. If the adoption of a standard by corporations is one of the consequences of diffusion work, another result can be the integration of ideas and elements of the standard in other CSR initiatives.  Given that environmental responsibility is one of the key topics of corporate responsibility, the third article places the CSR debate in the broader context of environmental problems and the consented efforts to mitigate them. The article evaluates the strengths and weaknesses of the green movement, governments and corporations in environmental reforms to note that nothing indicates a social change which would allow societies to overcome the global environmental crisis. By means of foresight methodology, the article examines the possible impacts of a major oil crisis that would lead to an economic depression in industrialized countries. This involuntary end to the economic growth model would open a window of opportunity for effective environmental reforms. The article ponders the role and responsibility of corporations in such a context. Specifically, it reveals that a responsible corporation would offer models of work reduction and work sharing. The absence of this topic in the current debate on corporate responsibility shows the limits of the dominant CSR discussion.  By analysing the institutional work of actors, this thesis contributes to the understanding of the institutionalization processes of CSR standards. Thereby, it helps us comprehend the phenomenon of voluntary transnational regulation initiatives aimed at making corporations more responsible. At the same time, the thesis shows that the current definition and implementation of CSR does not adequately respond to the current environmental crisis. Therefore, it calls for a reconceptualization of CSR.

Keyphrases: diffusion, ISO 26000, institutional work, institutional creation, legitimation, institutionalization, standardization, corporate social responsibility, transnational regulation, ecological transition, UN Global Compact, postgrowth, transnational governance, environmental reform, CSR