Multinational Corporations' use of CSR and norm diffusion: A case of Shell in Nigeria
Author
Rasmussen, Maja Vemmelund
Term
4. term
Publication year
2020
Pages
52
Abstract
This thesis examines how Royal Dutch Shell promotes its CSR strategy in Nigeria and how this relates to the diffusion of norms. Using Shell’s annual and sustainability reports from 2007–2019, it applies qualitative content analysis (QCA) with a coding frame grounded in theories of transformative CSR (Visser, 2014) and transnational norm diffusion (including mechanisms of coercion, competition, learning, and emulation). The case is situated in Shell’s longer history in Nigeria, including controversies over environmental damage and delayed clean-ups after oil spills in the Niger Delta (notably around Bodo). The analysis finds that Shell’s reporting aligns with key elements of transformative CSR by emphasizing value creation, transparent governance, social contributions, and environmental practices, including community involvement and the internalization of business principles. At the same time, norm diffusion is undermined by a lack of clearly articulated norms, meaning many stated goals operate more as values than binding standards. The thesis concludes with a critical discussion of theoretical validity, data choices, alignment with existing literature, and areas that Shell reports on only minimally.
Denne afhandling undersøger, hvordan Royal Dutch Shell promoverer sin CSR-strategi i Nigeria, og hvordan denne praksis relaterer sig til udbredelsen af normer. Med udgangspunkt i Shells års- og bæredygtighedsrapporter for 2007-2019 anvendes kvalitativ indholdsanalys e (QCA) med en kodningsramme forankret i teori om transformative CSR (Visser, 2014) og transnational normdiffusion (herunder mekanismer som tvang, konkurrence, læring og emulering). Casen sættes ind i en længere historik for Shells tilstedeværelse i Nigeria, herunder kontroverser om miljøskader og langsomme oprydninger efter olieudslip i Nigerdeltaet (bl.a. Bodo-området). Analysen finder, at Shell i sine rapporter viser overensstemmelse med nøgleelementerne i transformativ CSR ved at fremhæve værdiskabelse, gennemsigtig styring, samfundsbidrag og miljøpraksis, herunder inddragelse af lokalsamfund og internalisering af forretningsprincipper. Samtidig peger afhandlingen på, at normspredningen udfordres af manglen på klart formulerede normer, hvilket gør, at flere af de opstillede mål snarere fungerer som værdier end bindende normer. Afslutningsvis diskuteres teoriens gyldighed, datavalget, sammenfald med eksisterende litteratur samt områder, Shell i ringe grad rapporterer om.
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