Corporate Social Responsibility as a Messy Problem: Linking Systems and Sensemaking Perspectives

Corporate social responsibility (CSR) has become an essential topic with regard to the relationship between business and the wider society. It is a complex and controversial phenomenon that can best be addressed via systems theory and the sensemaking perspective. This paper proposes a way to link a dialectical systems perspective with communications that includes the sensemaking and dialogic collective approaches, which help to build systems of organised activities that aim to find solutions to complex problems from a holistic perspective. Companies are increasingly aware that if they wish to be successful actors in their business and societal relationships, the traditional sole focus on maximising profit is counterproductive, especially in terms of sustaining their value chains. A holistic approach to CSR and the value chain involves companies integrating their stakeholders along their value chains, especially at the downstream and upstream extremes (their customers and suppliers). This paper illustrates its theoretical perspectives with a case study of JYSK, a multinational company based in Denmark, which demonstrates how the company based its actual management of CSR on its willingness to learn from its own actions and from the actions of others.