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    Cultural Competences: An Important Resource in the Industry–NGO Dialog.Maria Joutsenvirta & Liisa Uusitalo - 2010 - Journal of Business Ethics 91 (3):379-390.
    This article explores the concept of cultural competence and its relevance as an organizational resource in ethical disputes. Empirically, we aim to reveal the cultural competences that a global forest industry company, StoraEnso, and a global environmental nongovernmental organization (NGO), Greenpeace, utilized in forestry conflicts during 1985–2001. Our study is based on data which were collected from corporate and NGO communication outlets and which have gone through a detailed discourse-semiotic analysis. Our reinterpretation of the discourses identified three cultural competences: (1) (...)
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  2.  65
    Executive Pay and Legitimacy: Changing Discursive Battles Over the Morality of Excessive Manager Compensation. [REVIEW]Maria Joutsenvirta - 2013 - Journal of Business Ethics 116 (3):459-477.
    How is the (il)legitimacy of manager compensation constructed in social interaction? This study investigated discursive processes through which heavily contested executive pay schemes of the Finnish energy giant Fortum were constructed as (il)legitimate in public during 2005–2009. The critical discursive analysis of media texts identified five legitimation strategies through which politicians, journalists, and other social actors contested these schemes and, at the same time, constructed subject positions for managers, politicians, and citizens. The comparison of two debate periods surrounding the 2007–2008 (...)
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    Setting Boundaries for Corporate Social Responsibility: Firm–NGO Relationship as Discursive Legitimation Struggle. [REVIEW]Maria Joutsenvirta - 2011 - Journal of Business Ethics 102 (1):57-75.
    This article extends our understanding of the firm–nongovernmental organization relationship by emphasizing the role of language in shaping organizational behavior. It focuses on discursive and rhetorical activity through which firms and NGOs jointly – and not always consciously – define boundaries for socially acceptable corporate behavior. It explores the discursive legitimation struggles of a leading Finnish forest industry company StoraEnso and Greenpeace during 1985–2001 and examines how these struggles participated in the definition and institutionalization of corporate social responsibility. I find (...)
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