2014 International Symposium on Business and Social Sciences (ISBASS)   

April 10-12, 2014

Landmark Bangkok Hotel, Bangkok, Thailand

Keynote Speaker

 

Scott Michael Smith

Assumption University

Thailand

Topic: An Examination of Organizational Communication Relating to Social Strategies and Stakeholder Involvement

Purpose: The overall aim of this research was to understand and examine the practices and communication of corporate strategies focusing on strategies that relate to social responsibility. The main objectives of the research were to investigate the Corporate Social Responsibility (CSR) practices of a company and the nature of the communication of their commitments to CSR to industry stakeholders (management/owners, employees, suppliers, customers and the community).

Design/Methodology/Approach: Semi-structured in-depth interviews were conducted using open ended questions with 11 senior managers in Thailand’s accommodations sector. Snowball Sampling (chain referral sampling) was used to identify qualified subjects for the in-depth interviews. Considerations for qualified participants are those that are employed in senior management positions in the accommodation sector in Thailand that are most likely to provide rich, informative, detailed and useful data. The questions and sequences were tailored to the respondent although the main topics remain unchanged. General questions regarding thoughts and opinions of CSR from an Asian or Western paradigm led to more specific questions relating to the methods of communication utilized.

Results: The results of the research indicate an effective communication strategy. Effective communication will create an understanding of corporate strategies to employees, customers, owners and other important stakeholders. The communication strategy should, ultimately, tell a story about the company’s philosophy regarding social responsibility, goals, programs and initiatives. The various dynamics of each stakeholder relationship should be considered and the appropriate communication strategy should be used.

As a result of the research, a model for effective communication emerged. A framework for communication and practical guidelines for the best practice of effective communication of a company’s views towards social responsibility is suggested. While no company would exemplify each best practice exactly as presented, successful companies demonstrated many of the best practices described.

Practical implications: By applying these guidelines, managers can convince stakeholders to actively support, implement, and honor the company’s CSR strategy. It is hoped that the research findings and discussions presented will provide the foundation for further research into CSR communication. A CSR strategy that thoughtfully considers stakeholder communication is essential to the success of an organization’s CSR initiatives.

Key Words: Corporate Social Responsibility, Organizational Communication, Stakeholder


Conference Photo


Conference Program

 April 10-12 2014 Bangkok Conference Program