Interplays Between CSR and CSI to Achieve CSR Goals During Crisis: The Case in Vietnam

Abstract

This study aims to investigate the interplays between Corporate Social Responsibility (CSR) and Corporate Social Responsibility (CSI) to achieve CSR goals during the pandemic. We sought to achieve our research aim by interviewing 34 firm owners/managers across different industries in Vietnam. Our findings reveal that, under a very constrained context caused by a major crisis such as COVID-19, firms pursue CSR goals focused on maintaining firm survival, employee and customer benefits, and community safety during the pandemic. In doing so, firms equally have no choice but to accept engagement with some CSI actions that undermine business profitability, employees’ benefits, the environment and society. Thus, the study reveals a positive angle of the CSI concept, counterbalancing the ‘doing bad’ current positioning in the scholarly discourse. Additionally, we suggest that organizations should thoroughly assess the impacts caused by a major macro-crisis and prioritize critical groups of stakeholders such as the employees, customers and the community at large in order to support their long-term sustainability alongside ad-hoc governmental policy that supports economic recovery. Therefore, businesses may consider embracing the positive side of CSI in the pursuit of CSR goals due to a macro-institutional change. This may ultimately result in better CSR and CSI communication and actions, which can help firms to gain or maintain legitimacy.