CSR in corporate self‐storying – legitimacy as a question of differentiation and conformity

Purpose The purpose of this paper is to address corporte social responsibility (CSR) as a form of corporate self‐storying that highlights isomorphic processes influencing legitimacy as a key organisational concern. Design/methodology/approach Having constructed a theoretical framework incorporating CSR and corporate identity literature, the paper draws on a discourse perspective to analyse the legitimation strategies applied by a single organisation storying its CSR involvement. The strategies are subsequently addressed in relation to isomorphic discourses of legitimacy. Findings The analysis supports the view that corporate self‐storying of CSR balances between the needs for differentiation and conformity. Organisations thus navigate between the value associated with compliance with societal norms and expectations and the value of promoting organisational uniqueness. Research limitations/implications Institutional processes result in isomorphic organisational practices also in relation to legitimacy reflected in the storying of CSR involvement. However, this study implies that isomorphism also offers organisations opportunities to stand out. Originality/value The contribution of the paper is twofold. First, it articulates a framework for addressing CSR communication as a form of corporate self‐storying that is embedded in a differentiation/conformity paradox. Second, it explores how an organisation's extended responsibility – i.e. responsibility for supplier practices – is storied in a way that suggests that addressing legitimacy is a question of navigating the paradox.