Deviance or norm? Exploring corporate social responsibility

Purpose - The purpose of this paper is to examine the body of cross-disciplinary literature on corporate social responsibility (CSR), organizational structure, and organizational culture. The author suggests that the issue of social responsibility is a phenomenon both external and internal to organizations, as it lies on the cusp of organizational culture and social expectations. Design/methodology/approach - The paper bridges classical sociological thought and contemporary views on CSR to develop an argument about the deviant nature of CSR. It highlights the theoretical challenges to establish socially responsible behaviors of organization as a mainstream norm. Findings - The paper suggests that CSR should be perceived within the context of the existing social norms and understood as an outcome of shared set of organizational norms and values. The review of existing theories of CSR is followed by a discussion of whether CSR is a deviant or a normative phenomenon. Originality/value - The paper presents CSR as a deviant behavior and argues that in order for it to become a common organizational practice, ideas of socially responsible behaviors should be incorporated into the existing set of social expectations.