The purpose of this paper is to shed light on the under-researched issue of how multinational companies manage the tension between the local and global dimensions of CSR. On the one hand, there is the need to adapt to particular contexts, social issues, demands and traditions; and on the other, there is the need to follow homogeneous, standardized criteria. The approach that explicitly and consciously integrates both dimensions has been called a "glocal" CSR approach. Through a case study we suggest three indispensible ingredients of glocal CSR: participation, focus and adaptability. In an attempt to build theory from the analyzed case, we made some general propositions about what might be key characteristics of a glocal CSR strategy.

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Arenas Vives, Daniel; Ayuso, Silvia; Vilanova Pichot, Marc

Glo-cal strategies for CSR

The purpose of this paper is to shed light on the under-researched issue of how multinational companies manage the tension between the local and global dimensions of CSR. On the one hand, there is the need to adapt to particular contexts, social issues, demands and traditions; and on the other, there is the need to follow homogeneous, standardized criteria. The approach that explicitly and consciously integrates both dimensions has been called a "glocal" CSR approach. Through a case study we suggest three indispensible ingredients of glocal CSR: participation, focus and adaptability. In an attempt to build theory from the analyzed case, we made some general propositions about what might be key characteristics of a glocal CSR strategy.
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Glo-cal strategies for CSR
Arenas Vives, Daniel; Ayuso, Silvia; Vilanova Pichot, Marc
1st EIASM Workshop on Business Ethics (2011)
Bruselas (Belgium), 11/11/2011 - 11/11/2011

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