Every organisation ("the fish") is embedded in a certain setting ("the water"). These metaphors imply a highly reciprocal, interdependent relationship between the organisation and its setting. The purpose of my article is to explore the utility of the conceptual distinction drawn by Aguinis and Glavas (2013) between Embedded and Peripheral Corporate Social Responsibility (CSR), as applied from an emerging countries (ECs) perspective. Firstly, I elucidate unique EC organisational/ people features. Secondly, I highlight the implications of these features for CSR. Finally, I address "contextually fit" CSR, arguing that Embedded CSR is the sole imperative for organisations in ECs, but as an active, societal transformation partner.
IntroductionEvery organisation -the metaphorical "fish" -is embedded in a certain setting, its strategically chosen operating arena -the metaphorical "water" (cf. also Stone et al., 2013). The metaphors of "fish" and "water" imply a highly reciprocal, interdependent relationship between the organisation and its operating arena. This is even more so in emerging countries (ECs), for reasons that will be discussed below. It can be posited that the embeddedness of the organisation in its context is not and cannot be under contention: separated from life-giving "water", no organisation is viable or sustainable. Inversely, organisations, as the "fish", enhance or destroy the quality of the "water", which, in turn, affects them, constructively or destructively. The water not only must enable them to survive, but, more importantly, enable them to thrive in a sustainable way. The power of the fish truly is in the water. The organisation
The power of the fish is in the water