Abstract

The purpose of this paper is to provide a theoretical framework to investigate ‘CSP-FP relationship’ as a social construction on financial markets. The construction of such a relationship has become a crucial business problem since the legitimacy-building process of actors implied in markets related to corporate social responsibility evaluation and management is closely associated to the belief that ‘ethics and/or social responsibility pay’ – at least in the long run. Consequently, actors’ behaviours and beliefs on these markets can no longer be considered as external to the CSP-FP debate, but should be integrated as an endogenous variable. Moreover, the diffusion of these behaviours and beliefs could also contribute to the effective realization of such a relationship on financial markets and, to some extent, in the business arena. These facts offer the opportunity to reframe theoretically the classical and over-studied debate around ‘the CSP-FP link’ and to propose a new framework describing the various processes of performativity through which actors enact and construct the positive relationship between CSP and FP.