Institutionalising Corporate Social Responsibility: A Study on the CSR Statements on Corporate Websites of Malaysian and Singapore Corporations
The purpose of this paper is to examine the current
state of corporate social responsibility statements on corporate
websites of Malaysian and Singaporean corporations and analyze
how the CSR statements contribute in building a unique corporate
identity of corporations. Content analysis is employed to examine the
websites of Malaysian and Singaporean consumer corporations. It is
believed that generally most companies tend to publish and
communicate their CSR statements visibly to general stakeholders.
However, there is a significantly different outcome of the articulation
of CSR on practices on websites between Malaysian and Singaporean
consumer corporations. A number of Singaporean organizations were
found less concerned with CSR practices as compared to Malaysian
organizations. The findings indicate a need for corporations in
Malaysia and Singapore to orchestrate their core competence of CSR
activities in order to develop a unique corporate identity in a global
business environment.
[1] Lantos, G. P. (2001). The boundaries of strategic corporate social
responsibility. The Journal of Consumer Marketing, 18 (7): 595-639.
[2] Commission of the European Communities. (2001). Promoting A
European Framework for Corporate Social Responsibility. Presented by
the Commission.
[3] Baker, M. (2004). Corporate social responsibility: What does it mean?
Corporate Social Responsibility News and Resources. Retrieved May 2,
2004, from http://www.mallenbaker.net/csr/index.htm
[4] Moon, J. (2004). Government as A Driver of Corporate Social
Responsibility. Research Paper Series International Centre for Corporate
Social Responsibility, 20-2004
[5] Gunningham, N. Kagan, R, A. & Thoraton, D. (2002). Social License
and Environmental Protection: Why Business Go Beyond Compliance.
London. Centre for Analysis of Risk and Regulation at the London
School of Economics and Political Science.
[6] Amerada Hess Corporation. (2002). Environment, Health, safety and
Social Responsibility.
[7] Starbucks Coffee Company. (2001). CSR Fiscal Report, Corporate
social Responsibility Annual Report. From
http://www.starbucks.com/aboutus/CSR_FY01_AR.pdf
[8] Ingenhoff, D. & Fuhrer, T (2010). Positioning and differentiation by
using brand personality attributes: Do mission and vision statements
contribute to building a unique corporate identity? Corporate
Communications: an International Journal, 15(1), 83-101.
[9] Smith, N. C. (2003). Corporate Social Responsibility: Not Whether, But
How?. Centre for Marketing Working Paper, 03-701.
[10] Elkington, J. (1991). Cannibals with Forks. The Triple Bottom Line of
21st Century Business. Oxford. Capstone Publishing.
[11] "Nike Answers Critics" (2002). Retrieved December 4, 2002 from
http://www.nike.com
[12] Welford, R. (2005). Corporate social responsibility in Europe, North
America and Asia. Journal of Corporate Citizenship, 17: 33-52.
[13] Matten, D. & Moon, J. (2004). "Implicit" and "Explicit" CSR: A
Conceptual Framework for a Comparative Understanding of Corporate
Social Responsibility. Academy of Management Review 2008, 33(2),
404-424.
[14] Aman, A. (2001). Privatization and the democracy problem in
globalization: making markets more accountable through administrative
law. Fordham Urban Law Journal, 28(5): 1477-1506
[15] Khanna, V. (2004, March 20). Singapore companies heeding the CSR
call. The Business Times Singapore. Retrieved June 11, 2004, from
Factiva database.
[16] Stuart, H. (1999). Towards a definitive model of the corporate identity
management process, Special Edition on Corporate Identity. Corporate
Communications: An International Journal, 4(4): 200-7.
[17] Topalian, A. (2003). Experienced reality: The development of corporate
identity in the digital era. European Journal of Marketing, 37(7/8),
1119-1132
[18] Pollach, I. (2005) Corporate Self-presentation on the WWW: Strategies
for enhancing usability, credibility and utility. Corporate
Communications: an International Journal 10(4): 285-301.
[19] Tsang, Eric W. K. (1998). A longitudinal study of corporate social
reporting in Singapore: the case of banking, food and beverages and
hotel industries. Accounting, Auditing and Accountability Journal,
11(5): 624-635.
[20] Andrew, B. H., Gul, F. A., Guthrie, J. E., & Teoh, H. Y. (1989). A Note
on Corporate Social Disclosure Practices in Developing Countries: The
Case of Malaysia and Singapore, British Accounting Review, 16(1): 12-
26.
[21] Chun, R. & Davies, G. (2001) E-reputation: the role of mission and
vision statements in positioning strategy, Brand Management, 8: 315-
333.
[22] Okazaki, S. (2005) Excitement or sophistication? A preliminary
exploration of online brand personality, International Marketing Review,
23(3): 265-1335.
[23] Bronn, P.S. & Vrioni, A.B., (2001). Corporate social responsibility and
cause-related marketing: An overview. International Journal of
Advertising, 20: 207-222.
[24] Hung, W.T. & Ramasamy, B. (2004). A comparative analysis of
corporation social responsibility awareness, Malaysian and Singaporean
corporations. Journal of Corporate Citizenship, 13:109-123.
[25] Sriramesh, K. Ng, Ch.W. Ting, S.T. & Wanyin, L. (2007). Corporate
social responsibility and public relations. In The Debate over Corporate
Social Responsibility (ed. May S., Cheney, G. and Roper J.). 119-134,
Oxford. Oxford University Press.
[26] Aaker, J. (1997). Dimensions of brand personality. Journal of
Marketing Research 34: 347-356.
[1] Lantos, G. P. (2001). The boundaries of strategic corporate social
responsibility. The Journal of Consumer Marketing, 18 (7): 595-639.
[2] Commission of the European Communities. (2001). Promoting A
European Framework for Corporate Social Responsibility. Presented by
the Commission.
[3] Baker, M. (2004). Corporate social responsibility: What does it mean?
Corporate Social Responsibility News and Resources. Retrieved May 2,
2004, from http://www.mallenbaker.net/csr/index.htm
[4] Moon, J. (2004). Government as A Driver of Corporate Social
Responsibility. Research Paper Series International Centre for Corporate
Social Responsibility, 20-2004
[5] Gunningham, N. Kagan, R, A. & Thoraton, D. (2002). Social License
and Environmental Protection: Why Business Go Beyond Compliance.
London. Centre for Analysis of Risk and Regulation at the London
School of Economics and Political Science.
[6] Amerada Hess Corporation. (2002). Environment, Health, safety and
Social Responsibility.
[7] Starbucks Coffee Company. (2001). CSR Fiscal Report, Corporate
social Responsibility Annual Report. From
http://www.starbucks.com/aboutus/CSR_FY01_AR.pdf
[8] Ingenhoff, D. & Fuhrer, T (2010). Positioning and differentiation by
using brand personality attributes: Do mission and vision statements
contribute to building a unique corporate identity? Corporate
Communications: an International Journal, 15(1), 83-101.
[9] Smith, N. C. (2003). Corporate Social Responsibility: Not Whether, But
How?. Centre for Marketing Working Paper, 03-701.
[10] Elkington, J. (1991). Cannibals with Forks. The Triple Bottom Line of
21st Century Business. Oxford. Capstone Publishing.
[11] "Nike Answers Critics" (2002). Retrieved December 4, 2002 from
http://www.nike.com
[12] Welford, R. (2005). Corporate social responsibility in Europe, North
America and Asia. Journal of Corporate Citizenship, 17: 33-52.
[13] Matten, D. & Moon, J. (2004). "Implicit" and "Explicit" CSR: A
Conceptual Framework for a Comparative Understanding of Corporate
Social Responsibility. Academy of Management Review 2008, 33(2),
404-424.
[14] Aman, A. (2001). Privatization and the democracy problem in
globalization: making markets more accountable through administrative
law. Fordham Urban Law Journal, 28(5): 1477-1506
[15] Khanna, V. (2004, March 20). Singapore companies heeding the CSR
call. The Business Times Singapore. Retrieved June 11, 2004, from
Factiva database.
[16] Stuart, H. (1999). Towards a definitive model of the corporate identity
management process, Special Edition on Corporate Identity. Corporate
Communications: An International Journal, 4(4): 200-7.
[17] Topalian, A. (2003). Experienced reality: The development of corporate
identity in the digital era. European Journal of Marketing, 37(7/8),
1119-1132
[18] Pollach, I. (2005) Corporate Self-presentation on the WWW: Strategies
for enhancing usability, credibility and utility. Corporate
Communications: an International Journal 10(4): 285-301.
[19] Tsang, Eric W. K. (1998). A longitudinal study of corporate social
reporting in Singapore: the case of banking, food and beverages and
hotel industries. Accounting, Auditing and Accountability Journal,
11(5): 624-635.
[20] Andrew, B. H., Gul, F. A., Guthrie, J. E., & Teoh, H. Y. (1989). A Note
on Corporate Social Disclosure Practices in Developing Countries: The
Case of Malaysia and Singapore, British Accounting Review, 16(1): 12-
26.
[21] Chun, R. & Davies, G. (2001) E-reputation: the role of mission and
vision statements in positioning strategy, Brand Management, 8: 315-
333.
[22] Okazaki, S. (2005) Excitement or sophistication? A preliminary
exploration of online brand personality, International Marketing Review,
23(3): 265-1335.
[23] Bronn, P.S. & Vrioni, A.B., (2001). Corporate social responsibility and
cause-related marketing: An overview. International Journal of
Advertising, 20: 207-222.
[24] Hung, W.T. & Ramasamy, B. (2004). A comparative analysis of
corporation social responsibility awareness, Malaysian and Singaporean
corporations. Journal of Corporate Citizenship, 13:109-123.
[25] Sriramesh, K. Ng, Ch.W. Ting, S.T. & Wanyin, L. (2007). Corporate
social responsibility and public relations. In The Debate over Corporate
Social Responsibility (ed. May S., Cheney, G. and Roper J.). 119-134,
Oxford. Oxford University Press.
[26] Aaker, J. (1997). Dimensions of brand personality. Journal of
Marketing Research 34: 347-356.
@article{"International Journal of Business, Human and Social Sciences:49246", author = "Shahrina Md Nordin and Zulhamri Abdullah and Yuhanis Abdul Aziz", title = "Institutionalising Corporate Social Responsibility: A Study on the CSR Statements on Corporate Websites of Malaysian and Singapore Corporations", abstract = "The purpose of this paper is to examine the current
state of corporate social responsibility statements on corporate
websites of Malaysian and Singaporean corporations and analyze
how the CSR statements contribute in building a unique corporate
identity of corporations. Content analysis is employed to examine the
websites of Malaysian and Singaporean consumer corporations. It is
believed that generally most companies tend to publish and
communicate their CSR statements visibly to general stakeholders.
However, there is a significantly different outcome of the articulation
of CSR on practices on websites between Malaysian and Singaporean
consumer corporations. A number of Singaporean organizations were
found less concerned with CSR practices as compared to Malaysian
organizations. The findings indicate a need for corporations in
Malaysia and Singapore to orchestrate their core competence of CSR
activities in order to develop a unique corporate identity in a global
business environment.", keywords = "Corporate identity, Corporate Social Responsibility,
Asian country.", volume = "6", number = "12", pages = "3371-7", }