The purpose of this paper is to focus on the trajectories of CSR institutionalization by observing SMEs. In theory, we highlight primarily on tensions challenged made by CSR field and then we focus on the phenomenon of creation of CSR labels as a vehicle for CSR institutionalization. Our main goal is to question whether the pertinence of CSR devices as a vehicle for CSR institutionalization in SMEs. For that, we present the study of two cases mobilized in two different times, in particular, we illustrate a phenomenon in progress which is the ‘ENR label’ proposed by the Group of French digital France IT clusters. To build our data, we conducted interviews beside a collection of documentary sources and observations. Our results are presented through four waves of labelling: the dynamics of the label distribution processed by designers, the labelling waves and the profiles of companies that emerge but also the limits of distribution of this CSR certification process. We highlighted the inherent difficulties of CSR institutionalization nearby the owner-managers of SME’s through this type of devices. This shows that this type of devices is not indifferent in the institutionalization of CSR in the context of SME’s.