From Resistance to Opportunity-Seeking: Strategic Responses to Institutional Pressures for Corporate Social Responsibility in the Nordic Fashion Industry

• DOI: 10.1007/s10551-013-1630-5
• Publication Date: 2013-01-31T11:44:20Z
• Authors: Esben Rahbek Gjer...; Wencke Gwozdz
• Keywords: Sustainability; Strategic responses; 0502 economics and business; 05 social sciences; Corporate social responsibility; 10. No inequality; Institutional pressures; 12. Responsible consumption

Using survey responses from 400 fashion companies in Denmark, Norway, Sweden, Finland, and Iceland, we examine the diversity of strategic responses toinstitutional pressures for corporate social responsibility (CSR) within the Nordic fashion industry. We also develop and test a new model of strategic responses to institutional pressures that encompasses both resistance and opportunity-seeking behaviour. Our results suggest that it is inconsistent pressures within, rather than between, stake-holder groups that shape strategic responses to CSR pressures and that increasing pressures stimulates opportunity-seeking at the expense of compliance.