Résumé
Carried out within a CIFRE convention, this thesis studies the articulation of CSR policies in a multinational retailer. Articulation is understood in its double meaning: linguistic on the one hand, to signify the expression of a policy from its conception to its implementation; mechanical on the other hand, to signify the link between several elements, in this case between several policies integrated into a global CSR strategy.Drawing on academic studies on CSR conceptions and practices, remarkable for their diversity and their evolution over time, the empirical investigation uses a large amount of data from interviews, participant observations, internal and public documents to produce case studies and comparative analyses in order to evaluate the current and potential synergies between CSR approaches.Two policies, the first anchored in the HR function, the second in the Purchasing one, are analyzed in depth thanks to a long immersion not only in these entities at headquarters but also to shorter stays in the French and Chinese subsidiaries as well as in the Corporate CSR Department.The diversity policy was driven by anti-discrimination legislation in France, the site of the parent company, particularly regarding gender equality. Based on this national constraint, the Group has created international networks, incorporated the issue into its International Framework Agreement and supplier contracts, and obtained recognition from international organizations. A convinced institutional entrepreneur led this approach, which then benefited to a diversity policy consisting mainly in placing relatively disparate approaches under the CSR umbrella. The Filière Responsable Gidana (FRG) policy was initiated as an innovative project of purchasing food products in terms of risk control and strengthening relations with producers. This project expanded gradually into new products and different subsidiaries, when the CSR Business Case allowed the buyer/quality expert duo to agree on demonstrating commercial performance, until it became an institutionalized policy in the company with standardized selection, deployment and evaluation systems. A comparison of the Diversity and FRG policies reveals strong divergences in terms of motivations, deployment modes, management systems, and the actors who carry them hardly interact. The Corporate CSR department does not succeed in coordinating two heterogeneous approaches, focused on conforming to legislation and legitimization versus developing core business innovation. It is possible to propose a typology of CSR approaches, by observing these policies and including more broadly other identifiable actions in the company. Two axes, one that of the scope in terms of geographical, temporal and content extent, the other that of the orientation in terms of inclusion of the external environment or limitation to the internal processes, allow to draw four ideal types: punctual actions, experimental projects, extension of approaches and finally institutionalized policies. These types can also be considered as stages in the process of developing CSR policies. While the Diversity policy begins in an institutional form to be then extended inside the company, the FRG policy is grafted onto the core business to become institutionalized gradually.The thesis ends with a reflection on the possible future(s) of the CSR approach in the fast-changing environment of the retail industry with the rise of e-commerce and proposes status quo, pessimistic and optimistic scenarios.
Source: http://www.theses.fr/2020PESC0019
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