Sustainability and Corporate Social Responsibility Trends: An Empirical Analysis of Drivers, Success Measures and Competitive Value for Multi-National Corporations within the Information and Communications Technology Industry
17 Pages Posted: 13 May 2011
Date Written: June 2, 2011
Abstract
The social responsibilities of organizations to the greater society have been debated for years, and the expected role of organizations and their social contract appear to be changing. Indicators of a new social contract are reflected by the growth of many sustainability and Corporate Social Responsibility (CSR) initiatives domestically and abroad. Even as organizations craft responses to this dynamic environment that emphasize and reward sustainability and social responsibility, it remains poorly understood how and to what extent these initiatives contribute to the well being of the organization. An empirical analysis of two large MNCs within the ICT industry was conducted, using a multi-case study methodology. Data analysis revealed that both MNCs respond to a set of drivers, not one single driver. These empirical findings provide organizations better understanding and enable them to craft their response to the changing social contract, and its contribution to their respective organizational competitiveness.
Keywords: CSR, Sustainability, MNCs, ICT, Drivers, Measurement, Triple Bottom Line (TBL)
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