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La Corporate Social Responsability nella prospettiva situazionista: Verso un modello per la misurazione del decoupling in un campione di imprese quotate in Borsa
Get PDFAbstract in italiano
La Responsabilità Sociale d’Impresa, negli ultimi venti anni è stata
oggetto di analisi di molti Studiosi e uomini d’affari che, ad oggi, non è ancora
d’accordo su ciò che la CSR è o dovrebbe significare. Data la numerosità delle
definizioni presenti in Letteratura, l’obiettivo di questo lavoro è lungi dal voler
fornire una formula risolutiva, troppo ambiziosa, al problema della sua
definizione. Esso è, piuttosto, rinvenibile nel tentativo di inquadrare la
responsabilità d’impresa in una cornice concettuale differente, quella che si
fonda su una matrice epistemologica situazionista, al fine di individuare un
possibile modello per la misurazione del decoupling delle pratiche di CSR.
Il lavoro è organizzato in tre capitoli, che partono dall’evoluzione che
ha subito la CSR negli anni per arrivare alla rilettura del fenomeno in chiave
situazionista e alla formulazione del modello.
Il primo capitolo ripercorre il percorso evolutivo che la responsabilità
sociale ha subito negli anni. Si parte dalle prime attività di responsabilità
sociale che erano viste come lesive del libero mercato, fino alle più recenti e
significative formulazioni del tema ripercorrendo, tappa per tappa, la sua
evoluzione concettuale. Il capitolo si conclude con una rassegna delle
principali teorie d’impresa che sono state usate per la rilettura della
responsabilità sociale d’impresa.
Il secondo capitolo approfondisce la prospettiva situazionista, che trova
le sue radici nella fenomenologia sociale di Berger e Luckmann (1969) e
nell’etnometodologia di Garfinkel (1967) e focalizza l’attenzione sui contesti
concreti dell’agire umano, sul ruolo degli attori sociali nella realizzazione della
realtà osservata.
Da tali spunti prendono corpo due spazi teorico-concettuali
apparentemente divergenti. Da un lato la prospettiva politica, dall’altra il
filone neo micro-istituzionalista. L’integrazione degli approcci politico e neoistituzionalista
consente di rileggere i processi di formazione/riconfigurazione
dei contesti di azione organizzata come il prodotto di due forze, “azione” e
“istituzionalizzazione” . Da un lato, gli attori, coinvolti in processi di
negoziazione, conflitto e cooperazione fondati sul potere, nel perseguire i
propri interessi, cercano di preservare/modificare il quadro istituzionale pro
tempore vigente; d’altro canto, le Istituzioni tendono a vincolare gli spazi di
azione strategica degli attori che hanno contribuito alla loro costruzione.
Il capitolo, in particolare, evidenza le principali categorie e i processi
che sono alla base dei processi di formazione, mantenimento e decostruzione
del quadro istituzionale pro tempore vigente e si conclude con un
approfondimento dei processi di istituzionalizzazione/deistituzionalizzazione e
di Intitutional Change.
Il terzo capitolo propone una rilettura della CSR nella prospettiva
situazionista. In particolar modo, il focus della ricerca è quello di indagare la
presenza di condotte isomorfiche e processi di decoupling finalizzati, in
maniera prevalente, ancorché esclusiva, a generare legittimità sociale prima
che migliori performance d’impresa. L’analisi è stata condotta attraverso una
ricerca di tipo qualitativa. La scelta è stata fatta in virtù del fatto che il
decoupling è una variabile latente, che non può essere misurata
oggettivamente.
Il campione di ricerca è così composto:
1. La totalità delle imprese presenti nel segmento STAR della Borsa
Italiana;
2. Un campione di controllo, rappresentato dalle prime 20 aziende quotate
e con la più alta capitalizzazione.
La ricerca è stata effettuata attraverso l’analisi dei siti istituzionali delle
88 aziende appartenenti al campione al fine di verificare la presenza:
1) Di una sezione dedicata alla Responsabilità sociale;
2) Di un codice etico;
3) Di un bilancio di sostenibilità;
4) Di certificazioni di qualità, di sicurezza e ambientali (ad es. ISO e
OH SAS);
5) Di indici di sostenibilità (come il Dow Jones Sustainability Index e
il FTSE4Good).
Sulla base dei risultati evidenziati da questa prima indagine, il
presenta capitolo si conclude con la costruzione di un modello di misurazione
del decoupling.
Abstract in English
The Corporate Social Responsibility in the last twenty years has been
the subject of analysis of many scholars and businessmen who, actually, has
not yet agreed on what CSR is or should mean. Given the large number of
definitions existent in literature, the aim of this work is far from wanting to
provide a resolution formula to the problem of its definition. It is, rather, an
attempt to frame the corporate social responsibility in a different conceptual
framework, that is based on a situationist epistemology matrix, in order to
identify a possible model for measuring the decoupling of CSR practices.
This work is organized into three chapters, which start from the
evolution of the CSR concept over the years, to get to the reinterpretation of
the phenomenon in a situationist perspective and to the formulation of the
model of decoupling.
The first chapter traces the evolutionary path that corporate social
responsibility has undergone over the years. It starts from the first social
responsibility activities that were seen as detrimental to the free market, to the
most recent and significant formulations of the subject walking through, step
by step, its conceptual evolution. The chapter concludes with a review of the
main theories of enterprise that have been used to frame the corporate social
responsibility.
The second chapter discusses the situationist perspective, which finds
its roots in the social phenomenology of Berger and Luckmann (1969) and in
the Garfinkel’s (1967) ethnomethodology and focuses on concrete contexts of
human action, on the role of social actors in the realization of the observed
reality.
From these idea take shape two theoretical-conceptual spaces that
seems divergent: on one hand the political perspective, on the other the neo-
institutionalist. The integration of political and neo-institutionalist approaches
allows us to review the processes of formation/reconfiguration of organized
action contexts as the product of two forces, “action” and
“institutionalization”. On one hand, the actors involved in processes of
negotiation, conflict and co-operation based on the power, in pursuing their
own interests, seek to preserve/modify the institutional framework currently in
force; on the other hand, the institutions tend to constrain the space of strategic
action of the actors who have contributed to their construction.
This chapter, in particular, highlights the main categories and the
processes that underlie the processes of formation, maintenance and
deconstruction of the institutional framework currently in force and concludes
with a discussion of the processes of institutionalization/deinstitutionalization
and Intitutional Change.
The third chapter proposes a framework of CSR in the situationist
perspective. In particular, the focus of the research is to investigate the
presence of isomorphic and decoupling processes aimed at generating social
legitimacy, instead of better firm performance. The analysis was conducted
through a qualitative search. The choice was made becouse the decoupling is a
latent variable, which can not be measured objectively
The research sample was as follows:
1. The totality of firms in the STAR segment of the Italian Stock
Exchange;
2. A control sample, represented by the top 20 listed companies with the
highest market capitalization.
The research was carried out through the analysis of the websites of 88
companies in order to verify the presence of:
- A section dedicated to Corporate Social Responsibility;
- A code of ethics;
- A sustainability report;
- Quality, safety and environmental certifications (eg. ISO and OH SAS);
- Sustainability indices (such as the Dow Jones Sustainability Index and
the FTSE4Good).
On the basis of the findings of this first survey, the present chapter
concludes with the construction of a measurement model of decoupling
La CSR dalle origini all'approccio neo-istituzionista. Focus sui processi di isomorfismo e di decoupling
No full textLa Responsabilità Sociale d’Impresa (RSI) – o Corporate Social Responsibility (CSR) – è un tema al centro di un ampio dibattito – sul piano ontologico (cos’è la CSR), epistemologico (spiegare o comprendere) e metodologico (idoneità e robustezza di metodi, tecniche e strumenti) – sia a livello accademico che di singola organizzazione.Il contribuito al tema che si propone nel presente lavoro parte da un insieme di idee sviluppato su uno sfondo storico, foriero di nuovi slanci e diramazioni capaci di esplorare un fenomeno sociale che, per sua natura, si colloca sul confine tra il “giudizio eticomorale su” e la “razionalità economica di” chi lo esperisce. Al tal fine si ripercorrono dapprima le origini e le evoluzioni del tema, consentendo di comprendere quali siano le prospettive attraverso le quali si osservano le dinamiche sottostanti la CSR. Successivamente si illustra la cornice epistemologica del neo-micro-istituzionalismo, che meglio contribuisce ad ampliare i termini concettuali del discorso. Il focus è sulle categorie di isomorfismo e di decoupling, inquadrate in una cornice ontologica che contempla, altresì, altre categorie quali quelle di istituzione, campo organizzativo, miti razionalizzati, processi di istituzionalizzazione, Institutional Entrepreneurs e Intitutional Work. Infine, si tenta di rileggere la CSR attraverso il framework del neo-micro-istituzionalismo. In particolare, il focus è sulla relazione tra i processi di isomorfismo e di decoupling e le pratiche di CSR. A tale scopo, sono stati selezionati alcuni contributi che in letteratura hanno tentato di riarticolare gli aspetti salienti della CSR attraverso il paradigma del neo-micro-istituzionalismo
Isomorphic and decoupling processes: An empirical analysis of governance in Italian State Museums
Get PDFObjectives. This study, which adopts a situationist perspective, analyzes the governance dynamics of Italian museum organizations. It focuses on the role played by the actors involved in the governance practices of the national artistic-cultural heritage, the institutional pressures brought to bear on the conduct of museum directors, and the initiation of isomorphic and decoupling processes by the actors.
Methodology. We conducted field research to verify the presence of isomorphic and decoupling processes in the strategic behavior of directors responsible for Italian state museums. To this end, we developed descriptive, cluster, and cross-tabulation analyses.
Findings. The field research first detected a widespread emphasis on the protection of the artistic-cultural heritage. Secondly, it revealed a tendency for museum directors to adopt isomorphic and decoupling strategies.
Research limits. Although the situationist perspective enabled a more realistic representation of the phenomenon, it did not provide a set of prescriptive ready-to-use governance practices.
Practical implications. These new insights into the governance of museums from the situationist perspective should stimulate the sector’s actors to review and extend the use of predictive models and to acquire the skills needed to understand the competitive nature of institutional environments. The study should also show the way forward to further studies on the role of directors and a wider understanding of this topic.
Originality of the study. This study gives the reader the opportunity to recognize isomorphic and/or decoupling processes as the inevitable result of a fragmented regulatory framework
‘Cultural management’ between isomorphism and decoupling
No full textPurpose – This work investigates the ‘managerialization’ process of the Italian cultural heritage. The work starts from the analysis of scientific and political debates of the governance’s dynamics of Italian state museums (in particular focusing on the recent reform of the Italian museums’ system - Franceschini’s Decree) from which emerges some recurring themes. In particular the research group focuses its attention on the necessity to ‘modernize’ the process of cultural heritage management, which means ‘managerialization’ and, so, ‘professionalization’ of specific roles in the strategic sectors of heritage’s protections, conservations, and valorization (‘cultural manager’ as directors/executives).
Design/methodology/approach – The research group adopts the ‘situationist’ approach, focused on: the concrete context of human action and the role played by directors/executive; the institutional pressure able to orient the conducts of the latter; the activation of isomorphic processes by directors.
In particular, this work investigates the presence of normative isomorphism, connected to the professionalization, and its role in the institutionalization of the rules. Based on the assumption that Universities have a crucial role in the development of new skills, we test our hypothesis on a sample of professionalizing master (first/second level) about the professionalization in the field of cultural heritage.
Originality/value – The work links the governance of the artistic-cultural heritage with the 'training process' that universities make for professionalizing human resources.
The current regulatory framework puts at the centre of every strategic board the need to start a training process in collaboration with specialized entities to this purpose: universities and training institutions are, in the opinion of the writes, appropriate as well as necessary. University nowadays are conducting projects training for 'cultural manager', sometimes anticipating the decision of Public Administration, trying to condition them (lobbying), sometimes following its strategic directions (conceding pressures).
Practical implications – The adoption of this approach, trough the reconstruction of actions actually undertaken by experts for protection and valorization of artistic-cultural heritage (directors/executive), allow us to observe the following: the governance dynamics started by actors responsible for Italian cultural heritage seems, at best, informed at decoupling process, due to strong institutional pressures leading the organizations manager to ‘look like’. The latters, in fact, in an effort to gain social legitimation, decided to adopt strategic conducts of institutional isomorphism. The decoupling should create, for the benefits of those who adopt these conducts, a ‘legitimacy façade’, aimed at achieving results only apparently performing
Social Commerce in the Wine Sector: An Exploratory Research Study of the Italian Market
Get PDFThe development of Web 2.0 technologies and social media, along with the emergence of wikis, blogs, online communities, and social networks, has rapidly transformed e-commerce. This phenomenon is commonly known as social commerce, an evolution of e-commerce characterized by a strong customer orientation. The aim of this paper is to understand the support of social commerce for e-commerce. We conducted an exploratory analysis of the Italian wine market via in-depth interviews with experts in the wine business: three wine producers and three companies running an online wine business. The interviews were recorded with the consent of the interviewees and transcribed, and their content was analyzed through content analysis. In particular, an analysis grid was created, following a closed procedure, with an ex-ante definition of the categories of analysis. Our results reveal that the COVID-19 outbreak has given a significant boost to digital transformation and online purchases in the wine sector. While some operators in the sector have merely undergone this change, others have been riding the wave, trying to benefit from it
A preparatory research on ICT adoption by a sample of European museums: toward a positioning model
No full textThis work aims to provide a description and interpretation of use of ICT in the European tourism sector, by analyzing the ICT investment for the promotion of the artistic-cultural heritage in a museums sample of ten major European cities – Paris, Barcelona, London, Amsterdam, Rome, Berlin, Vienna, Stockholm, Lisbon and Helsinki. In particular, the work aims to propose a positioning model able to examine the bent of museum management to include some ICT technologies in their own assets and to explore the attitude of museums to invest in some ICT technologies due to these two antecedents: 1) the dimension of each museum; 2) the type of governance (public or private). For each of the selected museums the group has verified, on secondary data, the presence/absence of the smart applications (Tourism-engaging, Touristcentered, and Information-centered), conducting the following analysis: descriptive, factor, cluster, and discriminant
How Universities institutionalize ‘good’ managerial practices? Some evidence from the Italian cultural sector
No full textThe paper examines the role of Universities in the ‘managerialization’ process of the Italian artistic-cultural heritage. Universities are, in a very broad sense, institutions whose mission is to promote and support the dissemination of knowledge and the development of new skills in the society. They do so essentially through the research and teaching activities. At the same time, Universities, together with other institutional actors, “select” the knowledge to be transferred to the Students, via their undergraduate curricula and programs, and the practices to be applied to the workplace, via professional masters and similar educational schemes.
Based on the evidence of the proliferation of professional courses aiming at spreading the managerial culture into the Italian cultural sector, we adopt the new-institutionalism perspective to draw a quali-quantitative analysis of the offer of managerial masters (both first and second level) from Italian Universities. The main aim of the research is to observe if and how the dissemination of selected “good” managerial practices is attributable to isomorphic processes based on the pursuit of legitimacy and consensus in a certain institutional context. In order to observe the presence of “normative isomorphism” in these processes, we here present a content analysis on the most recurrent profiles of masters activated by Italian Universities that are consistent with the issues of the cultural heritage sector
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