Local variation in world society: six characteristics of global diffusion

Abstract

ABSTRACT We review world society research that theorises differences rather than similarities in diffusion into local settings. Six characteristics of global diffusion processes, most of which contribute directly to local variation, are featured: structural embeddedness, decoupling, domestication, multiple diffusion, contingent diffusion, and multi-level diffusion. We illustrate each characteristic with examples from, and applications to, the global movement for corporate social responsibility.