‘Consuming Responsibility: The Search for Value at Laskarina Holidays’ |
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Authors: | Paul M Gurney M Humphreys |
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Institution: | (1) Business School, Nottingham University, Wollaton Road, Jubilee Campus, Nottingham, NG81BB, U.K. |
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Abstract: | This paper provides an alternative theoretical conceptualisation of corporate social responsibility (CSR) in order to further
our understanding of prosocial organisational behaviour. We argue that consumption provides a perspective that enables theorists to escape the confines of existing CSR literature. In our view the organisation
is re-imagined as an arena of consumption where employees are engaged in a quest for value, constructing and confirming their
identities as consumers. Using the award-winning tour operator Laskarina Holidays as an illustrative case, it is suggested that CSR can provide combinations of functional, social, emotional, epistemic and
conditional value. This new perspective on CSR facilitates the coexistence of a plurality of values that are relativistically
constructed and narrativised by organisational stakeholders. Our consumption paradigm provides a thought provoking means of
reconciling divergent perspectives and encourages further interdisciplinary research. We argue that future research should
begin, not by asking the question of why organisations assume responsibility, but by contemplating the notion of why organisations
consume responsibility. |
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Keywords: | corporate social responsibility consumption theoretical reconciliation multiple and coexistent values qualitative research interpretive case study |
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