-The Pitfall of CSR- (Corporate Social Responsibility – a PR invention?)  

Case briefing by Thanandorn Panichnok

THE WORLD Recognizes CSR and Stakeholder Theory

[ [- CSR is rewarded by the financial markets. -

Share prices will positively reflect the ethical dimensions of company’s operations.  

CSR:

A Kind o

f Compan

y’s Prom

otion  

in order to

market image

 

and gaining a lice

nse to operate

CSR : An Image Builder

Nike was accused of involving with a child labor issue in developing countries. Nike supported a HIV/AIDS child in Africa and developing. The CSR program was promoted to assure Nike’s reputation under NIKE RED laces campaign

CSR : A license to operate ( Que-Pro-Quo)

Intel has donated and subsidized for local government’s services such as education and public safety in order to avoid hundreds of million of dollars in local taxes on it facilities.

Should CSR be a Marketing and PR’s Tool ?

CSR : A company’s philanthropic activity being responsible for society and human’s right WITHOUT “mutual benefits”.

PR : A CSR’s invention encouraging stakeholders to concern about the social problem to do CSR and inform public “why does the company concern about the issue? and how can we (company and stakeholders) solve the social issue together?”.

REDEFINE PLEASE !!!

[ [PR : A CSR’s Invention

: https://www.youtube.com/watch?v=Himvbauac3Q Source

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