private governance in the global sportswear industry
Datum der Freigabe:
What motivates companies to invest in corporate social responsibility (CSR)?
Analysing CSR in the global sportswear industry, this paper advances the
hypothesis that the campaigning activities of human rights activists pushed
industry leaders Nike and adidas to incorporate labour norms in their business
(sourcing) practices. Drawing on the spiral model of human rights norm
internalization, the paper’s findings suggest that the efforts of leading
sportswear companies to address poor labour standards in their supply chains
can no longer be explained by mere strategic behaviour induced by external
pressure, but are increasingly the result of norm guided behaviour. In the
case of adidas and to a lesser extent with regard to Nike evidence points to a
“prescriptive status” in which the dominant mode of action shifts from the
logic of consequences to the logic of appropriateness.