Micro-strategies of Contextualization Cross-national Transfer of Socially Responsible Investment

INSERT TABLE 1 ABOUT HERE

We subsequently coded the two narratives of contextualization to identify strategies that
were employed at each stage of the process. Using open coding, we grouped the strategies
into five groups and assigned a descriptive label to each one. Each label represents one micro-
strategy. Collectively, the five micro-strategies constitute a repertoire of micro-strategies that
the individuals used to contextualize the transferred practice. We controlled for post-
rationalized categories by verifying that each micro-strategy appeared in the real-time data.
We also controlled for missing categories by coding the remaining interviews. No micro-
strategy was added or eliminated as a consequence of these two procedures.

RESULTS: FIVE MICRO-STRATEGIES OF CONTEXTUALIZATION

Our analysis revealed that individuals employed the same micro-strategies to contextualize
SRI even if their individual perceptions and institutional contexts were different. The
contextualized SRI practice took different form in the two host societies, but the micro-
strategies of contextualization were the same. We identified five micro-strategies, namely (1)
Filtering, (2) Rerouting, (3) Stowing, (4) Defusing and (5) Coupling. We define each micro-
strategy below and illustrate how it was employed in each transfer. Table 2 summarizes our
research findings.

INSERT TABLE 2 ABOUT HERE

Filtering

Filtering occurs when individuals eliminate or downplay features of the original practice that
may block its entry into the host society. These features may be specific practices, beliefs or

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