Corporate social responsibility communication in the Indian context

Corporate social responsibility communication in the Indian context Purpose – The purpose of this paper is to investigate corporate social responsibility (CSR) platforms and the communication surrounding those platforms in India. It seeks to establish the CSR platforms that are typically used, together with stakeholder attitudes to both the form and content of those platforms. Design/methodology/approach – The paper refers to both primary and secondary sources of data, i.e. a survey of internet sources and a questionnaire survey. Findings – The paper shows that the Indian corporations surveyed pursue a primarily philanthropic platform with a focus on community development projects, as predicted by previous studies. It also indicates, however, that Indian consumers may not value philanthropic CSR as highly as other CSR initiatives and that this may in turn influence their attitudes to different marketing communication strategies. Practical implications – The paper suggests ways in which Indian corporations may formulate the form and content of their CSR policies in the future within a marketing strategy in order to influence their stakeholders positively and increase their competitive advantage. Originality/value – The paper provides an innovative approach to investigating the consequences of how Indian corporations communicate their CSR policies to their stakeholders. It suggests a number of fruitful areas of enquiry with direct implications for Indian business in the future. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Indian Business Research Emerald Publishing

Corporate social responsibility communication in the Indian context

Loading next page...
 
/lp/emerald-publishing/corporate-social-responsibility-communication-in-the-indian-context-eK5f00C20M
Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
1755-4195
DOI
10.1108/17554191011032910
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to investigate corporate social responsibility (CSR) platforms and the communication surrounding those platforms in India. It seeks to establish the CSR platforms that are typically used, together with stakeholder attitudes to both the form and content of those platforms. Design/methodology/approach – The paper refers to both primary and secondary sources of data, i.e. a survey of internet sources and a questionnaire survey. Findings – The paper shows that the Indian corporations surveyed pursue a primarily philanthropic platform with a focus on community development projects, as predicted by previous studies. It also indicates, however, that Indian consumers may not value philanthropic CSR as highly as other CSR initiatives and that this may in turn influence their attitudes to different marketing communication strategies. Practical implications – The paper suggests ways in which Indian corporations may formulate the form and content of their CSR policies in the future within a marketing strategy in order to influence their stakeholders positively and increase their competitive advantage. Originality/value – The paper provides an innovative approach to investigating the consequences of how Indian corporations communicate their CSR policies to their stakeholders. It suggests a number of fruitful areas of enquiry with direct implications for Indian business in the future.

Journal

Journal of Indian Business ResearchEmerald Publishing

Published: Mar 23, 2010

Keywords: Corporate social responsibility; Marketing communications; Consumers; India

References

  • Are we ignoring the early warning signs in our corporate governance system? Corporate governance system – revisited
    Angur, M.
  • Social responsibility and corporate web pages: self‐presentation or agenda setting?
    Esrock, S.; Leichty, G.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off