Zebras showing their stripes: a critical sense-making study of women CSR leaders

Abstract

Purpose

The purpose of this research is to reveal the gendered nature of social arrangements in order to bring to the surface the hidden discourses that mediate the opportunities of women leaders in the field of corporate social responsibility (CSR) and sustainability.

Design/methodology/approach

The author uses critical sense-making (CSM) to analyze interviews with CSR leaders toward understanding the interconnected layers of influences they draw from as they make sense of their experiences.

Findings

Despite the positioning of women as being untapped resources within CSR, the reality within CSR leadership indicates that resilient, stereotypical social constructions of gender are being (re)created. However, cues can disrupt the ongoing process of sense-making and create shocks that represent opportunities for resistance as discriminatory practices are revealed.

Research limitations/implications

Applying CSM as a methodology and to the field of CSR adds a component to CSR and gender scholarship that is currently missing. CSM as a methodology bridges broader sociocultural discourses and the local site of sense-making, making visible the structures and processes that enable some narratives to become legitimized by the formative context and protect the status quo.

Social implications

If these leaders are able to use their discursive power to establish an alternate, dominant narrative throughout their organizations – a culture of emotional empathy within CSR – alternate meanings about the nature and purpose of CSR may emerge while highlighting the need for change.

Originality/value

Applying CSM as a methodology and to the field of CSR adds a component to CSR and gender scholarship that is currently missing. CSM as a methodology bridges broader sociocultural discourses and the local site of sense-making, making visible the structures and processes that enable some narratives to become legitimized by the formative context and protect the status quo.

Citation

Cherneski, J. (2021), "Zebras showing their stripes: a critical sense-making study of women CSR leaders", Qualitative Research in Organizations and Management, Vol. 16 No. 3/4, pp. 435-463. https://doi.org/10.1108/QROM-07-2020-1984