“Managing” Corporate
Community Involvement |
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Authors: | Judith M van der Voort Katherina Glac Lucas CPM Meijs |
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Institution: | 1.Department of Business-Society Management,Rotterdam School of Management, Erasmus University,Rotterdam,The Netherlands;2.1000 LaSalle Avenue,Minneapolis,U.S.A. |
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Abstract: | In academic research, many attempts have been undertaken to legitimize corporate community involvement by showing a business
case for it. However, much less attention has been devoted to building understanding about the actual dynamics and challenges
of managing CCI in the business context. As an alternative to existing predominantly static and top-down approaches, this
paper introduces a social movement framework for analyzing CCI management. Based on the analysis of qualitative case study
data, we argue that the active role of employees pressuring for CCI policies and practices, as well as the organization audience
responses to their efforts, are at the core of the challenges involved in managing CCI. These challenges also pose limits
to how far CCI can be extended to a “business as usual” activity. |
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