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The Asian Media & Mass Communication Conference 2010 Osaka, Japan Corporate Social Responsibility (CSR): Analysis on the conduct of an international company in Malaysian environmental issue. Definition Caroll (1979) has introduced the pyramid of CSR in a philanthropic form. It is defined as “social responsibility of business encompasses the economic, legal, ethical and discretionary expectations that society has of organizations at a given point of time” (Caroll, 1979). Caroll’s (1991) definition has conceptualized four components of CSR of economy, legal, ethics and philanthropy in the pyramid defined and the three concentric circles described. Improving the social environment Awareness of changing social values and priorities Economic function Figure 1: Three concentric circles of Caroll (1991) 361
The Asian Media & Mass Communication Conference 2010 Osaka, Japan Figure 2: Pyramid of CRS by Caroll (1979) World Business Council for Sustainable Development (2008) puts forth CSR as “the continuing commitment by business to contribute to economic development while improving the quality of life of the workforce and their families as well as of the community and society at large”. Kell (2009) of United Nations Global Compact (UNGC) termed CSR as sustainability and corporate citizenship. His view about CSR “is the voluntary commitment on behalf of CEOs to implement universal principles and to take actions in support of broader societal goals. The constantly changing macroeconomic environment dictates different priority for voluntary engagement. Ten years ago the central issues were sweatshops and supply chains. Today, the focus is shifting towards environmental sustainability and climate change”. Importance of CSR The definition of CSR has reflected its significance and role in a different view point from time to time. Based on a Managerial Law (2006), there are few points about the importance of CSR toned as “it has political significance for government of power and developing countries. Corporate conduct which is informed by CSR can, for example, contribute to the integration of foreign workers to general education and training, employees’ retirement condition and health benefits”. Of all the importance of CSR, it is indeed not required by law. Compliments towards global improvement in social conscience of corporations shall fall on “a proliferation of media 362
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The Asian Conference on Media and M
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The Asian Conference on Media & Mas
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