Abstract

Corporate responsibility has often been criticised as a decoupled organisational phenomenon: a publicly espoused rule that is not followed in daily organisational practices. We argue that a crucial reason for this criticism arises from the dominant in-house assumption of CR literature, which mitigates tensions and contradictions in organisational life by claiming that integrated rules result in coupled practices. We aim to provide new insights by problematising this in-house assumption and by examining how members of two organisations discursively make sense of CR, as a daily rule-bound practice, via three strategies: integration, differentiation and fragmentation. We elaborate the contemporary literature on CR as a daily organisational practice by examining the significance of discursive sensemaking for organisational rules for further development and learning regarding CR. We then discuss the significance of our results for understanding CR as a coupled/decoupled phenomenon.