The impact and interplay of national and global CSR discourses: insights from France and Brazil

Purpose – The purpose of this paper is to illustrate the interplay between national traditions and international influence on the CSR discourses and practices, in the context of two very different national contexts, namely France and Brazil. Design/methodology/approach – The paper is based on a literature review as well as on interviews with representatives from companies and other stakeholder groups in France and Brazil. Findings – The paper highlights the impact of national traditions, such as the strong intervention of the State in France and the lack of monitoring legislation by public authorities in Brazil, on the CSR discourses and practices in both countries. But it also shows that multinational companies, international NGOs as well as international standardization organizations lead to a certain homogenisation of the CSR discourses and practices. Research limitations/implications – This exploratory research should be complemented in the future by more in‐depth research, for example by comparing the CSR discourses and practices of multinational companies having activities in both countries. Practical implications – The paper highlights the importance for managers in companies having activities in different countries to adapt their CSR discourses and practices to the local contexts, while maintaining a coherent strategy at the international level based on the respect of some universal principles. Originality/value – Few researches have been conducted on the CSR discourses and practices in France and in Brazil. This paper highlights the main characters of the CSR discourses and practices in both countries, while targeting their common points and differences.