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The Contagion of Corporate Social Responsibility in Networks: From a Technical Competition to a Social Competition

The Contagion of Corporate Social Responsibility in Networks: From a Technical Competition to a Social Competition
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Author(s): Valerie Paone (Centre Thucydides & CCIP, Paris, France) and Yongren Shi (Huazhong University of Science and Technology, China)
Copyright: 2007
Pages: 3
Source title: Managing Worldwide Operations and Communications with Information Technology
Source Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-59904-929-8.ch335
ISBN13: 9781599049298
EISBN13: 9781466665378

Abstract

Corporate Social responsibility combines microeconomic aspects (firm level) and macroeconomic aspects (environment level) and has become a main issue worldwide for well-being. At the micro-level, the social capital can be defined as set of social norms, networks and organizations behaviours through “trust” that shapes and reshapes the collective and individual production for maximizing the well-being. At the macro-level this social capital might affect the economic and growth development . Within a few years, CSR, which relies on voluntary adoption, has paradoxically become a predominant governance model at least in talks. Moreover, due to stakeholders’ pressure, CSR has also emerged as a societal mode and recently in Europe as a “protectionist” tool facing developing countries transnational corporations (DCTNC). The strong emergence of national champions from developing countries, in particular Chinese and Indian has accentuated the technical and economic competition among Western and Developing countries transnational corporations (DCTNC) and furthermore the degree of "CSR" of industrialized countries towards their corporations, claiming a lack of social responsibility among DCTNCs. The purpose of this paper is to examine the phenomenon of CSR and to understand the possible evolution of CSR through networks among WTNCs and DCTNCs. We propose an ABM of CSR contagion through global supply networks based on classic BASS model (Bass 1969) and on the recently emerging Complex Network theory (Newman 2003).

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