ABSTRACT
The norm cascading stage of Corporate Social Responsibility (CSR) in the 1990s is the development and debate over standards and accountability. The chapter discusses two types of standards: private voluntary standards and standards that are formal in character. It focuses the initial awareness-raising of the issues involved in CSR that takes place during the norm emergence stage shifted to engage the initial norm entrepreneurs in more direct interaction as part of specific struggles or negotiations. The norm cascading also involves the development of a number of CSR initiatives that manifested the various claims made on TNCs, or the framing of CSR by different actors. A norm tipping occurred in the mid-1990s, followed by norm cascading with a mushrooming of CSR organizations and initiatives. This mushrooming involved not just the prime targets of the norm entrepreneurs, the transnational companies (TNCs), but other non-governmental organizations (NGOs), governments and intergovernmental organization (IGOs) also became engaged in CSR.
