Silent struggles: Framing a new understanding of business in society

Verena Girschik and Eva Boxenbaum ()
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Verena Girschik: CBS - Copenhagen Business School [Copenhagen]
Eva Boxenbaum: CGS i3 - Centre de Gestion Scientifique i3 - Mines Paris - PSL (École nationale supérieure des mines de Paris) - PSL - Université Paris Sciences et Lettres - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique, CBS - Copenhagen Business School [Copenhagen]

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Abstract: Recent contributions to institutional theory have drawn attention to how actors address the cognitive and normative aspects of institutions through framing and show how actors struggle over meaning and positions in acrimonious framing contests. Yet we do not understand how actors negotiate meaning when overt contestation is not a viable option – for example when they must dampen conflict to foster collaboration. This paper presents a case study of a Danish pharmaceutical company that overcame framing contexts, gained local stakeholders' support and became the orchestrator of collaborative arrangements aimed at improving diabetes care in Indonesia. Inductively following the framing process in real-time, the paper presents a model that explicates three moves through which frame alignment was constructed: interactively reconstructing the field, manufacturing a common understanding of actions, and manufacturing a common understanding of actions, and manufacturing a collective identity. Taken together, these three moves constitute mechanisms through which actors may recast meaning and positions to mitigate tensions and move a field toward a new consensus and effective collaboration.

Keywords: Collaboration; frames; frame alignment; corporate responsibility; institutional change (search for similar items in EconPapers)
Date: 2016-08-05
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Published in Academy of Management Annual Meeting 2016, Academy of Management, Aug 2016, Anaheim, CA, United States

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01368250

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