Corporate social responsibility (CSR) is a multidisciplinary concept. Scholarship on this topic has been developed by researchers from business, public administrations, ethics and philosophy, economics, political sciences, linguistics, communication studies, etc. In this presentation, the author who positions himself as a corporate communication researcher will explain the contributions of communication studies on the development of CSR body of knowledge in three primary aspects through the illustration from his programmatic research.

First, it is argued that communication serves as the process where stakeholders are engaged in CSR initiatives as the multiple, and often contradictory, voices are taken into consideration. This argument can be demonstrated through a CSR study where the author employed metaphor analysis to understand the different perceptions of skeptical stakeholders and CSR intentions of organizations (Chaidaroon, 2015; Chaidaroon & Polyorat, 2013). Second, communication serves as a depiction and management of dialectical tensions inherent to CSR process. To illustrate, a study where multinational companies manage the tensions with local stakeholders in developing countries in Asia will be discussed (Mak, Chaidaroon, & Pang, 2015). Third, communication becomes the final product of CSR efforts where the sense of accountability is constructed. An ongoing project is being carried out to investigate CSR stories that organizations tell on social media and how the narratives construct the sense of responsibility (Chaidaroon, Mak, & Sharif, In press)

Ultimately, the presentation will highlight that communication becomes the process and product of CSR efforts in itself and hence an important aspect of the overall CSR initiatives. Researching the communication aspect of CSR will allow us to investigate these corporate practices holistically and offer both practical and theoretically heuristic insights.

Paper Presentations:

Corporate Sustainability Practices in Thai Sugar Industry

Chairat Hiranyavasit, NIDA Business School

In recent years there has been significant discussion in the business, academic, and popular press about “corporate sustainability.” This term is often used in conjunction with, and in some cases as a synonym for, other terms such as “business sustainability,” and “sustainable development.” This paper reviews the concepts of corporate sustainability and explores leading sugarcane producers in Thailand on how they implement their corporate sustainability initiatives and practices.

Sailing Across the White Ocean: Viewing Corporate Social Responsibility From a HR Perspective

Maneewan Chat-uthai, NIDA Business School

The purpose of this paper is to examine the good corporate and social responsibility practices and models. The basic drivers of CSR programs concerns the ethical responsibility of business that is not necessarily imposed by law, but consists of what is expected by society over and above legislated economic and legal compliance. The paper identifies key CSR stakeholders that include more than just Board members, executives, and customers; but also covering legal interest groups, communities, peer industry, competitors, and individual employees. An Analogy of the White Ocean is introduced as a viable option for businesses to balance the people, planet and profits with a passion for ‘doing good’ and creating a sustainable and positive impact on both the company and the society.