(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
It is highlighted that CSR has been conducted strategically and operationally in the
country based on the global strategic plan suggested by Valor (2007). Though Malaysia has
been analyzed with the conduct of strategic plan for CP, it has been criticized that it has
completely lost its way as far as the marketing strategy is concerned
(http://fortheplanet.wordpress.com/2007/03/11/marketing-strategy-nokia-still-not-learning/).
Nokia, has also been described as “idea jump on environment bandwagon by the warmist
(http://www.thewarmist.com/2010/01/nokia-idea-jump-on-environment.html).
Whatever the critics and conduct, examining into the relationship is essential here. When
Mohamed Zairi (2000) describes triple bottom line as finance, environment and society, it is now
in placed with 3P’s in this new era as profit, planet and people. Instead of 4P’s in marketing
mix, 3P’s is a reflection of new marketing mix to be considered and counted.
If CSR has been counting on triple bottom line, which is now in place with 3P’s, as a
new marketing mix, adding on the role of communication like PR campaign in connecting the
3P’s, the intersection of 3P’s would be an area of communication that contributes the connection,
be it IMC, marketing communication or just communication alone. Finally it is concluded that
communication is needed in CSR but it has not been much discussed in Malaysia.
References
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Argenti, P.A. 2007. Corporate Communication. Ney York: McGraw-Hill Higher Education.
Austin, J.E. 2000. The Collaboration Challenge. New York: Jossey-Bass.
Azlan Amran & S. Susela Devi. 2008. The impact of government and foreign affiliate influence
on corporate social reporting: the case of Malaysia. Managerial Auditing Journal 23(4): 386-
404.
Caroll, A.B. 1979. A three-dimensional conceptual model of corporate performance. Academy
of Management Review 4(4): 497-505.
Caroll, A.B. 1991. The pyramid of corporate social responsibility: toward the moral
management of organizational stakeholders. Business Horizons. Available from: <
http://www.cbe.wwu.edu/dunn/rprnts.pyramidofcsr.pdf>.
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