Ideals and Practices in CSR Identity Making: the Case of Equal Opportunities

The authors argue that the practice of equal opportunities should be understood as a process of local interpretation of generally formulated ideals. By viewing the content of CSR identity as a socially negotiated process, it is suggested that a dynamic approach to the concept is required. The practice of equal opportunity is a continuously negotiated process of identity making and of locally relating ideals to practice in the negotiation between different stakeholders.

This paper has implications for managers who work with CSR initiatives and corporate identity. The authors suggest that policies should be developed in close interaction with the different organizational members. This is necessary in order to manage the mutual expectations. To reach the best results in terms of managing corporate identity, it is necessary to consider CSR as a participative process.