Exploring corporate social responsibility practices in the telecommunications, broadcasting and courier sectors: a comparative industry analysis

This study aims to dissect and understand the Corporate Social Responsibility (CSR) endeavours of organisations within Malaysia’s telecommunications, broadcasting, postal and courier services sectors, particularly those holding licenses from the Malaysian Communications and Multimedia Commission (MCMC). These sectors were chosen for this study due to their crucial role in Malaysia’s economy and society, their notable environmental influence, the regulatory and public attention they receive as well as the distinct challenges and opportunities they face in implementing CSR. Employing a qualitative methodology, the study utilises a semi-structured interview protocol to gather rich, detailed insights from top management across eight listed and non-listed companies. This approach ensures a comprehensive exploration of CSR types, practices and their implementation within the target sectors. Purposive sampling was adopted to select informants with specific expertise, ensuring that the data collected was relevant and insightful. The findings of this study underscore that while telecommunications firms actively participate in Corporate Social Responsibility (CSR) initiatives, their efforts predominantly benefit the broader society, with less emphasis placed on shareholders. Additionally, it was observed that environmental issues receive relatively minimal attention from these organisations. This diversity highlights the necessity for a more equitable CSR approach that caters equally to the needs of all stakeholders, including the environment. Such a strategy is crucial for cultivating a sustainable and ethically sound business environment. The implications of this research are manifold. For companies, it emphasises the critical nature of adopting an all-encompassing CSR strategy that fosters competitive advantage while promoting sustainable development. The study advocates for a paradigm shift towards CSR practices that are not only philanthropic but also prioritise environmental stewardship and value creation.