Som man sår får man skörda - en fallstudie av synen på CSR hos två svenska klädföretag
This thesis focuses on how companies in the textile and clothing industry view or interpret the idea of corporate social responsibility. The purpose of the study is to create an understanding for how this view affects the dissemination and the implementation of the idea in the organization and what might be the effects on the organization of those processes. In order to identify any differences in how the view affected the processes I have studied the current discourse on CSR simultaneously with my theory and conducted a comparative case study of two Swedish clothing brands. The theory focuses on the diffusion of ideas and change management within organizations. My data shows that the two companies have different ways of interpreting CSR and that this indeed affects their dissemination of the idea in the organization. The data further shows that the view on CSR affects the choice of strategy for implementation, however the not the success of its execution. Among the effects that were observed was increased confidence and enthusiasm among workers. Overall it was obvious that the effects were more prominent at the company where the idea was spread to a higher extent.