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This chapter offers new insights into the understanding of internal (employee) perceptions of organizational corporate social responsibility (CSR) policies and strategies.

This study explores the significance of employees’ involvement and scepticism upon CSR initiatives and focuses on the effects it may have upon word of mouth (WOM) and the development of employee–organisation relationships. Desk research introduces the research questions. Data for the research questions were gathered through a self-completion questionnaire distributed in a hardcopy form to the sample.

An individual’s level of scepticism and involvement appears to affect the development of a positive effect on employees’ WOM. Involvement with the domain of the investment may be a central factor affecting relationship building within the organization, and upon generation of positive WOM.

The chapter offers a conceptual framework to public relations (PR) and corporate communications practitioners, which may enrich their views and understanding of the use and value of CSR for communication strategies and practices.

For-profit organisations are major institutions in today’s society. CSR is proffered as presenting advantages for (at macro level) society and (micro level) the organization and its employees.

Concepts, such as involvement and scepticism, which have not been rigorously examined in PR and corporate communication literature, are addressed. By examining employee perceptions, managers and academic researchers gain insights into the acceptance, appreciation and effectiveness of CSR policies and activities upon the employee stakeholder group. This will affect current and future CSR communication strategies. The knowledge acquired from this chapter may be transferable outside the for-profit sector.

Corporate social responsibilities (CSRs) with social, economic, and environmental elements become of high demand in the private, public, as well as third-world sectors or so-called non-governmental organizations (NGOs). These sectors have their own identity in carrying out the CSR projects. However, the CSR initiatives to be implemented by the NGOs promised challenges due to the NGOs' identity in justifying human rights that remains dissimilar with corporation or fund provider's identity to maximize the profit with less concern on the humanitarian issues leading to tension for both parties to have CSR project alliances. NGOs face extreme difficulty to raise funds from the private sector due to their ideology in influencing the social movements that might harm society. Also, the fund raised by the NGOs for CSR projects are somehow misused by this party for its own self-interests and leads to an accountability issue. An NGO is seen as a key player in CSR projects but still there is an issue of legitimacy and mistrust amongst stakeholder groups. Underlying to these issues, this study aims to explore the challenges faced by NGOs in regards to the CSR initiatives that have been announced by the United Nations Global Compact (UNGC) to be used widely and harmoniously by all sectors of the world and its future directions to successfully implement CSR in its own style of leadership. Therefore, the involvement of NGOs in CSR initiatives can be effectively employed with government intervention on economics development programmes in alleviating poverty which becomes a central issue highlighted in many countries nowadays. Extensive rules and regulations from the government towards NGOs are embedded within the CSR project developments of NGOs and are necessary in reducing the discrepancies in the roles that NGOs play.

The chapter discusses the conditions under which a transport small and medium-sized enterprise (SME) engages in strategic corporate social responsibility (CSR) and how complex new technology might be adopted.

The chapter is based on the case study of a transport SME engaging into greening its transport activity with electric trucks.

The case study gives an insight into adoption conditions of radical new technology by an SME where collective adoption is required to make the new system efficient. It suggests that an industry leader undergoes the trial stage to favour later infusion of the innovation across the given industry. It is also shown that strategic CSR from SMEs is hampered by the complex setting into which new technologies are embedded.

Environmental concerns engage companies in important technological changes. In order to set up their strategy, SMEs should get involved in professional organizations within their industry and across industries, to benefit from information and ultimately to facilitate adoption where multi-user adoption is a key technology characteristic.

The work introduces the challenges of transition economy and new technology adoption in the prospect of greening transport activities. It shows the eco-systemic nature of ongoing changes and the necessity for SMEs to network within and across industries.

Corporate social responsibility (CSR) programs can be risky for organizations on many fronts. They are not only resource intensive but they can be perceived by stakeholders as “greenwashing;” meaning the organization works to appear more ethical than they are in practice (Pompper, 2015). This chapter explores the complementary roles that human resources and public relations may play in creating a transparent and authentic CSR program that builds community relations and value for internal and external stakeholders in Sub-Saharan Africa. It proposes a CSR strategy based on the Open Social Innovation (OSI) model and Bottom of the Pyramid (BoP) framework; both constructs that call for developing stakeholder partnerships that build capacity and empower communities. This chapter offers a case study of the CSR initiative of health-care provider, Johnson & Johnson, to illustrate how OSI-based CSR (1) contributes significantly to economic and social development in Sub-Saharan African communities, (2) facilitates the creation of synergies between human resources and public relations, ensuring that CSR initiatives are driven by a partnership of internal and external stakeholders; and (3) enables authentic corporate citizenship communication without sacrificing shareholder value.

Nowadays, social and environmental reporting is approached in different ways, paths and fields by either large-, small-, or medium-sized enterprises (SMEs). However, as demonstrated by previous scholars, SMEs have been critically discussed because they provide lack of proper sustainability disclosure. The fact that the predominant approach of SMEs toward social responsibility is often “sunken” and not “explicit” can drive the lack of disclosure. Furthermore, unstructured communication practices create difficulties in measuring and reporting the sustainability reporting phenomenon in SMEs. The aim of our study is to shed light on the activity of SMEs’ sustainability reporting and disclosure, specifically, by addressing the variables that influence the choice of the guidelines used to prepare sustainability reports.

The research has been carried out by using qualitative and quantitative methodologies. The empirical evidence is based on all the Italian companies, mostly SMEs, that were certified in 2011 as having adopted both environmental (i.e., ISO14001 or EMAS) and social (i.e., SA8000) management systems. A multivariate linear regression model has been developed to address the influence of several variables (i.e., financial performance, size, time after achievement of the certifications, group/conglomerate control, etc.) on the guidelines’ choice for preparing sustainability reports.

Our findings demonstrate that SMEs prefer to use simple guidelines such as those guidelines that are mandatory under management system certifications. However, the sustainability disclosure driven by the adoption of international guidelines may be more complex if the SME is controlled within a group of companies or if a significant amount of time has passed since the certification date. As such, we developed a taxonomy of their different behavioral drivers according to a legitimacy theory approach.

At this stage, our study didn’t focus on the contents’ quality of the disclosure and reporting practices adopted by SMEs, which is obviously a worthwhile and important area for further research. Furthermore, the analysis took into account the impact of a number of easily accessible variables; therefore, it can be extended to investigate the effect on disclosure of other relevant variables (i.e., nature of the board of directors, age, and industrial sector in which the company operates) as well as contexts prevailing in other countries.

The study represents an important contribution for understanding how and why managers might use externally focused disclosure on social and environmental issues to benefit the company’s legitimacy.

Our study provides interesting insights for policy makers who require social or environmental certification when calling for tenders or specific EU contracts, in order to put aside the “brand” or “symbol” and really focus on the disclosed practices.

Previous studies have provided only a few evidence about reporting practices and related influencing features of SMEs’ sustainability actions. As such, the study wishes to make a significant contribution to the existing literature on Corporate Social Responsibility (CSR) by providing relevant insights about the factors which influence the guidelines used by SMEs in preparing their sustainability reports.

The increasing pressure for social responsibility and sustainability that multinational enterprises (MNEs) are facing in their global operations represents one important emerging phenomenon within the international business field. In this book chapter, we present an in-depth case study on how a global fashion MNE develops and implements sustainability practices in their operations in an emerging market context. The case study focusses on the MNE’s work related to energy efficiency and renewable energy in the production market of Bangladesh. The purpose of this chapter is to advance the understanding about particular practices pertinent to a proactive approach to corporate social responsibility (CSR). The chapter contributes to ongoing discussions within the international business field on the role of MNEs in driving and implementing sustainability practices. We add an in-depth understanding of the proactive CSR practices undertaken by an MNE, in an emerging market context.

The chapter develops a phase model of strategic planning in integrated corporate social responsibility (CSR) communication by presenting CSR as a mindset in communication processes.

The chapter provides rationales for establishing a new phase model of strategic planning in CSR communication by adapting existing models of strategic communications. In this context, the main focus is on the need to involve stakeholders in CSR communication processes (Morsing & Schultz, 2006).

The chapter argues that in the sense of CSR communication, stakeholders should be involved in the strategic planning process from the beginning, with respect to the issues that the corporation and targeted stakeholder groups have in common.

The chapter concentrates on selected key aspects of CSR and CSR communication. In particular the aspects such as reputation, credibility, ethical alignment and stakeholder involvement are considered as prerequisites for understanding the construction of the phase model.

This chapter provides practical implications for developing communication concepts in CSR communication in daily business practice.

This chapter facilitates a comprehensive understanding of strategic CSR communication as part of CSR reflected in the development processes of communication concepts.

In recent times the government has emerged as an enabling and empowering facilitator promoting the adoption of corporate social responsibility (CSR) by businesses to leverage economic competitiveness and growth. India provides a unique context to explore the mandated role of government in relation to CSR specifically within the context of understanding its effective use to resolve grand challenges which the country is facing at present. Grand challenges are complex social, economic and environmental problems which require innovative and collaborative solutions. In this chapter we explore extant secondary data, related to CSR and Sustainable Development Goals (SDGs) to examine whether mandatory CSR implementation which has been unfolding in India over the last few years has been effective in addressing India's grand challenges. Specifically, it focuses on the role of the Indian government, at the national and state levels, in directing CSR activities towards the SDGs.

The study reported in this chapter was designed to investigate how managers representing public relations (PR), human resources (HR), and corporate social responsibility (CSR) departments use their organizations’ CSR initiatives to attract, engage, and retain job-seeking Millennials. To direct attention to a region that has been plagued with employee attraction and retention issues, this study focused this phenomenon as experienced by organizations located in the state of Michigan. Findings identify ways PR, HR, and CSR departments work together to infuse work cultures with CSR thinking. Four main themes and 14 subthemes emerged among interview data – suggesting that employee recruitment activities should evolve to more fully consider CSR in terms of employee value propositions, organizational culture, and empowering and developing employees.

The Fourth Industrial Revolution has escalated innovation to new heights unseen, creating an evolution of innovation and corporate social responsibility (CSR), and as a result, a more Innovative CSR. With this evolution comes also the evolution of the ‘Preneur’ from social entrepreneur to corporate social entrepreneur and corporate social intrapreneur. It is therefore important to acknowledge that social entrepreneurship is not just for the social sector, or start-up entrepreneur – corporations can also be social entrepreneurs. This chapter establishes an understanding of this possibility alongside solving wicked problems and challenges, and how to provide collaborative networks and co-creation experiences to assist others on this journey. More importantly, the chapter discusses how corporates can assist millennials (and Generation Z) by funding and incubating their innovative or social enterprise idea under the umbrella of CSR strategy, until it is ready to be released to the world. The chapter is supported by academic literature and business publications with suggestions for future research opportunities.