Abstract
The aim of this study is to know the general condition of business communications regarding Corporate Social Responsibility (CSR) in large Mexican companies, and identify the significant differences in terms of a set of indicators and in comparison with three different operational levels. Specifically, based in a relevant previous research work by Maignan and Ralston (2002) and analyzing the content of 150 Mexican business websites as a sample frame, the study evaluates the differences in a set of CSR indicators divided in principles, processes and stakeholder issues. And then, compare these indicators among the national, international and multinational level by utilizing the statistical Chi-square test. The main findings suggest a high prevalence of corporate communications regarding social responsibilities in large Mexican companies, especially from those that operate on a multinational level and coming from abroad. The performance-driven principle was found to be the main motivation behind CSR communications for all levels; quality programs were the most employed CSR process in order to build a good citizenship image; and the stakeholder issues related to shareholders and the indicator of service/product quality from the customers group, were those found more significantly similar among the groups.
Highlights
The aim of this study is to know the general condition of business communications regarding Corporate Social Responsibility (CSR) in large Mexican companies, and identify the significant differences in terms of a set of indicators and in comparison with three different operational levels
Based in a relevant previous research work by Maignan and Ralston (2002) and analyzing the content of 150 Mexican business websites as a sample frame, the study evaluates the differences in a set of CSR indicators divided in principles, processes and stakeholder issues
We sought to achieve this aim basing this study in a relevant previous research work by Maignan and Ralston (2002) and analyzing the content of 150 Mexican business websites as a sample frame, evaluating the differences in a set of CSR indicators divided in principles, processes and stakeholder issues, and comparing this indicators among the national, international and multinational level, all this by utilizing the statistical Chi-square test
Summary
As part of the rising integration into the global economy, the context in which developing countries operate is changing rapidly and the adoption of Corporate Social Responsibility (CSR) practices by organizations, and its public communication, is increasing and becoming an imperative within the business world.While it is true that the CSR concept has been defined in various ways without general consensus (Wood, 1991; Garriga & Melé, 2004; Mc Williams, Siegel, & Wright, 2006); within different evolutionary stages (e.g. Frederick, 1986; 1994; 1998); and covering a wide range of issues (Moir, 2001: 17); it seems at present, there is a trend penetrating the mainstream literature with respect to its evaluation or measurement (Wood, 2010), specially in the developing world or emerging economies (Visser, 2008).among some of the benefits and main reasons why it is important the adoption of CSR initiatives and it is use as a tool of communication are: the development of sustainable competitive advantages (Lichtenstein, Drumwright, & Braig, 2004; Porter & Kramer, 2006), the legitimization of the image of the company by diverse interest groups (Guthrie & Parker, 1989; Brown & Deegan, 1998; Neu, Warsame, and Pedwell, 1998), the enhancement of marketing efforts (Chahal & Sharma, 2006), and the corporate reputation (Van Riel & Van den Bosch, 1997; Esrock & Leichty, 1998; Freeman, 2005). For this reason, the aim of this study is to know the general condition of business communications regarding CSR in large companies in Mexico, and identify the significant differences in terms of a set of indicators and in comparison with three different operational levels. We sought to achieve this aim basing this study in a relevant previous research work by Maignan and Ralston (2002) and analyzing the content of 150 Mexican business websites as a sample frame, evaluating the differences in a set of CSR indicators divided in principles, processes and stakeholder issues, and comparing this indicators among the national, international and multinational level, all this by utilizing the statistical Chi-square test
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