International Journal of Marketing and Business Communication

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CSR Communication through Annual Reports: To Whom, How Much and Why?


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1 Shanti Communication School, Ahmedabad., India
     

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Purpose: The purpose of the paper is to understand the difference in the Corporate Social Responsibility (CSR) communication made by Indian and MNCs through the use of Annual Reports (ARs).

Design/Methodology/Approach: Annual reports of top 100 Information and Technology (IT) Companies operating in India bifurcated into Indian and Multinational Companies (MNCs) were analysed using content analysis and chi-square value was seen to gauge the difference in CSR communication vis-a-vis the stakeholders and their area of activity.

Findings: Indian and MNCs communicate their CSR differently to various stakeholders. Their focus of CSR activities for the same stakeholder also varies primarily because CSR communication is dependent upon the size, age, country of origin and composition of the board of the organization.

Research Limitations/implications: The study is limited to the IT sector.

Originality/Value: The paper brings out a clear picture of the CSR communication made by the IT sector, through the Annual Reports and best practices for CSR communication.


Keywords

Corporate Social Responsibility (CSR), Annual Reports, Information and Technology (IT) Sector
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  • CSR Communication through Annual Reports: To Whom, How Much and Why?

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Authors

Ruchi Tewari
Shanti Communication School, Ahmedabad., India

Abstract


Purpose: The purpose of the paper is to understand the difference in the Corporate Social Responsibility (CSR) communication made by Indian and MNCs through the use of Annual Reports (ARs).

Design/Methodology/Approach: Annual reports of top 100 Information and Technology (IT) Companies operating in India bifurcated into Indian and Multinational Companies (MNCs) were analysed using content analysis and chi-square value was seen to gauge the difference in CSR communication vis-a-vis the stakeholders and their area of activity.

Findings: Indian and MNCs communicate their CSR differently to various stakeholders. Their focus of CSR activities for the same stakeholder also varies primarily because CSR communication is dependent upon the size, age, country of origin and composition of the board of the organization.

Research Limitations/implications: The study is limited to the IT sector.

Originality/Value: The paper brings out a clear picture of the CSR communication made by the IT sector, through the Annual Reports and best practices for CSR communication.


Keywords


Corporate Social Responsibility (CSR), Annual Reports, Information and Technology (IT) Sector

References