CSR activities in award‐winning Thai companies

Abstract

PurposeThis case‐study research aims to examine best CSR practices in four Thai companies that were given CSR awards. The purpose is to report on best practices in CSR in Thailand.Design/methodology/approachFour Thai companies that received the best CSR awards from the Stock Exchange of Thailand (SET) in 2006 were selected. The data were collected through a questionnaire, interviews, and company documents and web sites.FindingsCSR activities in the top Thai companies were based on moral or altruistic motivations with a focus on both production‐process and philanthropic outcomes. The driving forces behind CSR activities in these companies were CEO leadership, company performance, and stakeholders' expectations. Their CSR framework followed the stakeholders' model and issues management which arranged CSR activities into five main categories: education, arts and culture, sports, environment, and public welfare. Critical issues in managing CSR activities were selection of appropriate CSR activity, participation by people in communities affected by the CSR activity, gaining shareholders' support and understanding, and appropriate CSR evaluation methods.Research limitations/implicationsThe research studied only four companies in Thailand. This may limit generalizations and may provide only a foundation for further research rather than definitive conclusions.Originality/valueThe findings of the research may be useful for: companies in Thailand or in other countries which are considering adopting CSR activities appropriate to their environment; researchers who might utilize the findings for furthering their CSR work; and indicating the contribution and the valuable role of both local and international CSR institutes and networks.

Is corporate social responsibility pursuing pristine business goals for sustainable development?

“…Ironically, it was found that only a few managers agreed with the role of corporate houses in poverty reduction. Virakul, Koonmee, and McLean () conducted a study on four top Thai companies and found that their CSR framework mainly addressed five categories: education, arts and culture, sports, environment and public welfare. Leonidas et al () found that in Greece CSR programs were mostly oriented towards society, the environment and employees.…”

The management of corporate social responsibility through projects: A more economically developed country perspective

“…The data collected have shown that CSR activity taking place in these particular cases has been project-managed. This applies across strategic programmes for youth engagement and more basic and (Virakul, Koonmee, & McLean, 2009, p. 1991 "This is what our CEO believes, and then this is what the organization believes", therefore it's more DNA like, business like." "… the way leadership decides it, that's the way the ship is going to sail."…”

The Effects of Perceived CSR and Implemented CSR on Job-related Outcomes: An HR Perspective

“…Corporate Social Responsibility (CSR) Virakul, Koonmee, and McLean (2009) define CSR as ''the set of philosophy, policy, motivations, commitment, and activities of business companies that consider balancing requirements for financial profits with the benefits of all involved stakeholders.'' More recently, Aguinis (2011, p. 179) captured several key elements of CSR and defined it as ''context-specific organizational actions and policies that take into account stakeholders' expectations and the triple bottom line of economic, social, and environmental performance'' (855).…”

“…Large organizations may appear more prepared to apply the proposed model. However, leadership, qualified managers, and adequate resources are more critical to the success of HR=CSR activities than the size of an organization (Virakul et al 2009). Given that the factors exist, small, medium, or large organizations would have equal opportunity of success in achieving the proposed performance on their own terms.…”

“…Additionally, CSR studies in Asian economies, compared to those in Europe and the United States, focus mainly on CSR concepts, activities, and practices, which are at a preliminary stage (Robertson 2009;Welford 2005;Yin and Zhang 2012). In Thailand, for example, most studies focus on external issues; especially community engagement, ethics, child labor (Welford 2005), or marketing activities (Kraisornsuthasinee and Swierczek 2006;Virakul, Koonmee, and McLean 2009).…”