The Independency of Corporate Social Responsibility Communication From Cultural Dimensions on Corporate Websites

The chapter starts presenting the main elements of the coding scheme, previously introduced, that the author used to analyse the cultural impact on corporate social responsibility (CSR) communication on company websites. It presents the results of a quantitative content analysis of the websites of 352 organisations belonging to different geographical areas and included in the Dow Jones Sustainability World Index (DJSWI) and in the Hang Seng (Mainland and HK) Corporate Sustainability Index (HSMHUS). The findings show that Hofstede's cultural dimensions and online CSR communication belong to two different levels of analysis: one is innate, intuitive, and diffusive, while the other one is planned, intentional, and rational. Thus, the findings suggest that cultural dimensions are factors that need to be analysed as social aspects, while CSR communication on corporate websites has to be explored as a strategic feature. Finally, the chapter recommends areas for further discussion and research about the relation between traditional culture, culture of the Internet, and CSR, reflecting on the achieved results that largely differ from previous studies related to Hofstede's cultural dimensions and CSR communication.

Extending the Field

The aim of this chapter is to present empirical research the author conducted in the fields of corporate social responsibility (CSR) communication and cultural dimensions. The chapter evaluates how Hofstede's cultural dimensions in CSR content varies between companies in the Asian context and other organisations in the world. The research considers three out of Hofstede's five cultural dimensions: individualism vs. collectivism, power distance, and uncertainty avoidance. The first part of the empirical research analyses these cultural dimensions and introduces the research questions. Answering these questions allows the author to compare the CSR communication of countries with an Asian background with the CSR communications of other countries. Moreover, the chapter illustrates the pros and cons of applying a content analysis (i.e., the select method) to achieve an in-depth understanding of the cultural influence on CSR contents embedded in corporate websites. Finally, the chapter recommends areas for further discussion and research of the relation between culture and CSR.

Bridging Cultural Dimensions and Corporate Social Responsibility Communication

The relation between culture and CSR communication has been explored often in several fields of study (e.g., international management, marketing, organisation, communication). In order to show the role played by culture as an antecedent of CSR, many academics focus on national and regional cultural differences in CSR communication. Furthermore, they highlight that cultural values have to be the basis on which businesses and CSR strategies are developed, as they allow organisations to arrange long-term sustainable relationships with all relevant stakeholders. Starting from these considerations, this chapter presents a literature review illustrating the different approaches that link CSR and CSR communication (and other related fields) to culture and cultural dimensions. The chapter briefly explores several sides of the argument, presenting theoretical and practical implications that arise while analysing the areas of ethics and sustainability in a cultural perspective. Finally, the chapter recommends areas for further discussion and research on the relation of culture and CSR from the perspective of online communication.

Mapping the Field

Hofstede's investigation of culture and cultural dimensions is the most widely cited research in the analysis of topics related to the field. How the author presented his work had an impact in the past, and still has an impact on today's scholars and practitioners who, thanks to its dimensions, are able to implement a framework that helps to deepen processes of cross-cultural relationships. However, such innovative research has often been criticised by the same academics that were putting it into practice. On the other hand, many scholars consider his work to be a milestone. This chapter reviews Hofstede's cultural dimensions and explores both sides of the argument, summarising the pros and cons of applying his approach to ethics and sustainability. The work also recommends areas for further discussion and research, as three of the dimensions proposed by Hofstede will become foundation for the development of the remainder of this book.

Emerging Trends in Stakeholder Engagement and Corporate Social Responsibility Communication

This chapter focuses on the analysis of several issues linked to communication implemented by organisations oriented toward corporate social responsibility (CSR). Communication plays an important role in pursuing CSR goals and starts a process in which the organisation is pushed to rearrange the way it structures its identity. This process is centred on communication, a driving force for the creation of shared contexts between the company and its publics. In fact, the communication of CSR contents requires the full engagement of stakeholders to attain full participation in the organisation's commitment to sustainable corporate performances. Reaching this goal is essential for the success of every kind of company. This chapter sees communication as the main pillar for building the relationship between the company and the external environment, enabling the creation of reputational capital. In particular, the chapter presents a literature review that reflects the need to prevent reputational risk by paying attention to managing growing stakeholder empowerment, since stakeholders often express their dissatisfaction and seriously endanger the company's reputation.

Emerging Trends in Business Ethics, Corporate Social Responsibility, and Sustainability

The second chapter explores the evolution of the concepts of business ethics, corporate social responsibility (CSR), and corporate sustainability (CS). It highlights the main advantages and limits of these approaches. The chapter points out how changes in the field of business ethics and CSR lead to the progressive affirmation of CS. This is considered a new business approach in guiding the life of an organisation. CS is analysed with three components: (1) people, (2) profit, and (3) planet. Finally, the work recommends areas for further discussion and research.