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Communicating Corporate Social Responsibility – A Case of CSR Communication in Emerging Economies

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  • Martin Xavier Amaladoss
  • Hansa Lysander Manohar

Abstract

The debate concerning corporate social responsibility (CSR) is shifting from public relations, reputation management, and cause marketing to issues of competitive advantage and good corporate governance. The need for and benefits of proactive and transparent communication about CSR are widely acknowledged. This study uses the case study approach to examine the practice and communication of CSR in emerging economies with a focus on India. This empirical study analyses the CSR and governance themes of Reliance Industries Limited (RIL), the largest private company from India for CSR communication. The study finds that the company lacks an inclusive and strategic approach to CSR communication. Based on the findings, we develop a participatory ‘top‐down’ and ‘inside‐out’ approach to management of CSR communication by corporates in emerging economies in Asia. Despite some limitations, this study is expected to serve as a pointer to the effectiveness of CSR communication by the Indian corporate sector in particular and Asian companies in general. Copyright © 2011 John Wiley & Sons, Ltd and ERP Environment.

Suggested Citation

  • Martin Xavier Amaladoss & Hansa Lysander Manohar, 2013. "Communicating Corporate Social Responsibility – A Case of CSR Communication in Emerging Economies," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 20(2), pages 65-80, March.
    • Handle: RePEc:wly:corsem:v:20:y:2013:i:2:p:65-80
    DOI: 10.1002/csr.287
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    2. Selin Türkel & Ebru Uzunoğlu & Melike Demirbağ Kaplan & Beril Akıncı Vural, 2016. "A Strategic Approach to CSR Communication: Examining the Impact of Brand Familiarity on Consumer Responses," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 23(4), pages 228-242, July.
    3. Sora Kim & Yingru Ji, 2017. "Chinese Consumers' Expectations of Corporate Communication on CSR and Sustainability," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 24(6), pages 570-588, November.
    4. Antonio Iazzi & Simone Pizzi & Lea Iaia & Mario Turco, 2020. "Communicating the stakeholder engagement process: A cross‐country analysis in the tourism sector," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1642-1652, July.
    5. Bhaskar, Ratikant & Bansal, Shashank & Pandey, Dharen Kumar, 2024. "CEO duality and corporate social responsibility: A moderation effect of founder CEO," Research in International Business and Finance, Elsevier, vol. 71(C).
    6. Ki‐Hoon Lee & David M. Herold & Ae‐Li Yu, 2016. "Small and Medium Enterprises and Corporate Social Responsibility Practice: A Swedish Perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 23(2), pages 88-99, March.
    7. Zucheng Zhou & Ben Nanfeng Luo & Thomas Li‐Ping Tang, 2018. "Corporate Social Responsibility Excites ‘Exponential’ Positive Employee Engagement: The Matthew Effect in CSR and Sustainable Policy," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(4), pages 339-354, July.
    8. Katarzyna Klimkiewicz & Victor Oltra, 2017. "Does CSR Enhance Employer Attractiveness? The Role of Millennial Job Seekers' Attitudes," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 24(5), pages 449-463, September.
    9. Rajesh Sharma & Vranda Jain, 2019. "CSR, Trust, Brand Loyalty and Brand Equity: Empirical Evidences from Sportswear Industry in the NCR Region of India," Metamorphosis: A Journal of Management Research, , vol. 18(1), pages 57-67, June.
    10. Domenico Sardanelli & Francesca Conte & Agostino Vollero & Alfonso Siano, 2021. "CSR signals: exploring their use in controversial industries," Italian Journal of Marketing, Springer, vol. 2021(3), pages 249-266, September.
    11. Francesca Conte & Agostino Vollero & Claudia Covucci & Alfonso Siano, 2020. "Corporate social responsibility penetration, explicitness, and symbolic communication practices in Asia: A national business system exploration of leading firms in sustainability," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(3), pages 1425-1435, May.

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