An Empirical Study of CSR in List Companies: A Corporate Communication Perspective

This article investigate CSR issues publicized by webs, annual report, and social responsibility report etc by list companies of China mainland in Forbes Global 2000 at the perspective of corporate communication. The empirical study is surrounded by the issues about the motives of CSR, the content of CSR, and the applications of stakeholders in it. Our research results indicate that CSR activities varies in kinds of companies at normal distribution, and shows positively related to the industry internationalized degree; The majority of the companies follow a value-driven CSR approach instead of a performance or stakeholder driven approach. At present CSR activities exists in the following three forms as public donation, obeying moral rules, and supporting philanthropic projects, which lacking of voluntary services and quality management. This study is innovative in using established and well received instruments from classic literature for measuring and evaluating CSR in China. It develops a new benchmark against which future studies can be compared. Over time, progress can be measured and explained. This study offers insights in enhancing the legitimacy of corporate social responsibility. Additionally this contribution provides insights for executives understand CSR more efficiently, especially answers partially in how to act with the special Chinese way of CSR. Furthermore, this contribution provides suggestions for executives of Chinese multi-national firms to re-think their CSR strategy.