Firms operating in developing economies are increasingly expected to implement CSR practices aligned with recognized global standards. Drawing on extensive field study data in four Latin American countries, we contribute to business ethics scholarship by making visible and explaining firm shortcomings across social, environmental, and governance goals and activities of CSR. Building on and extending sensemaking literature, we find that leaders and managers responsible for their firms’ CSR activities make sense of and justify CSR shortcomings. We specify that justification based (...) on individual, organizational/industry, and macro-environmental influences serves as a mechanism that decouples firms’ actual CSR practices from recognized CSR standards. Further, we propose that detachment, involving disconnection from the local operating environment, underlies the CSR shortcomings of firms. We develop a theoretical multi-level model that specifies justification as a mechanism and detachment as an underlying driver of CSR shortcomings. (shrink)