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

The present empirical study relies on both retrospective and real-time data to illuminate
contextualization. Our object of analysis is the transfer of Socially Responsible Investment
(SRI). SRI refers to the act of investing in companies whose business practices are deemed to
be socially responsible. This practice, which has a fairly long history in United States
(d’Antonio et al. 1998), has been transferred to other societies in recent years. We investigate
two transfers of SRI to France and Quebec. The analysis reveals interesting commonalities in
how individuals selected and mobilized local institutions when they contextualized SRI to two
different host societies. These commonalities are captured in a repertoire of five micro-
strategies that individuals drew upon to contextualize the transferred practice. These micro-
strategies are: (1) Filtering, (2) Rerouting, (3) Stowing, (4) Defusing, and (5) Coupling. We
define each micro-strategy and analyze its role in each case. The analysis brings together
insight from disparate research traditions to propose an account of how individuals engage
creatively with institutional structures in the transfer process.

The paper starts with a review of some important features in the literature on cross-
national transfers. It proceeds with a presentation of the methodology and the rationale for our
research design. It subsequently presents the five micro-strategies that we identified and
illustrates how they were used to contextualize SRI in France and Quebec. The discussion
section relates our findings to previous research on contextualization, translation, and
institutional transfer, showing how they extend all three literatures. The conclusion proposes
an integrated account of contextualization and points out directions for future research and
improved managerial practice.

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