Publication Type

Journal Article

Version

publishedVersion

Publication Date

1-2015

Abstract

Using the Circuit of Culture as a guiding framework, this study highlighted how MNCs in Asian developing countries engage and negotiate with local stakeholders as they implement their CSR initiatives. Twenty-one qualitative semi-structured interviews were conducted with PR practitioners responsible for CSR projects in Asia. Thematic analysis was used to identify themes related to the framework elements. Results demonstrated how MNCs practice CSR in Asia through the five moments (identity, regulations, production, representations, and consumption). MNCs faced a number of dialectical tensions (e.g. following the country's laws, lack of CSR comprehension among employees, and resistance from the stakeholders). Effective strategies to embrace the local cultures and manage dialectical tensions were discussed and a proposed dialectical model for international CSR practice was developed.

Keywords

Asia, Conflict, Culture, Developing countries, Multinational companies, Social responsibility

Discipline

Business and Corporate Communications | Business Law, Public Responsibility, and Ethics | Organizational Behavior and Theory

Research Areas

Corporate Communication

Publication

Asia Pacific Public Relations Journal

Volume

16

Issue

1

First Page

37

Last Page

60

ISSN

1440-4389

Publisher

University of Canberra

Copyright Owner and License

Authors

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Additional URL

https://novaojs.newcastle.edu.au/apprj/index.php/apprj/article/view/53

Download

Share

COinS