Reading Institutional Logics of CSR in India from a Post-colonial Location

Abstract

The paper goes beyond critique to read institutional approaches, specifically institutional logics of CSR in India and their management by Indian firms, from a post-colonial location, to explore decolonising possibilities. Drawing on post-colonial approach of catachrestic reading, it reads institutional logics of CSR literature to argue against a linear hierarchical travel of western CSR logic into India, which is then adapted/adopted/translated or decoupled, along with the secondary status this implies for India; and suggests that Indian and western CSR logics are competing logics. It argues that these competing logics are non-core, but significant and need to be managed by Indian firms. An exploratory survey supports this argument. It also suggests a few testable propositions for CSR institutional logics using “deferment of routine development” and “strategic ambiguity in meanings” as mechanisms. In addition, it shows that decolonising purpose can also be realised by having cross-paradigmatic engagements with mainstream management and organisation studies scholarship such as institutional approaches.