Localization vs. standardization: Global approaches to CSR management in multinational companies

Abstract

The present paper identifies and structures external and internal influences on CSR Management of global companies. It suggests consequences for localization of different levels of CSR Management in the light of influencing factors such as stakeholder power, organizational culture and issues in question. In order to set the framework, general management approaches of global companies as a response to integration and responsiveness pressures and the most important dimensions of CSR management will be revised. In a second step, external and internal pressures on integration and localization strategies will be described and structured, leading to the identifications of three major aspects influencing CSR management of companies: Issues, key stakeholders, and strategic/organizational considerations. Based on this, possibilities of companies to localize their CSR approach within the different management dimensions and in the light the major forces on CSR management will be proposed.