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This study examines the effects of a firm’s corporate social responsibility (CSR) initiative on its employees’ organizational attachment and intent to leave. We propose that employees’ perceived authenticity of their firm’s CSR activity mediates the effects of a firm’s CSR initiative on employees’ attachment to the firm and intent to leave. We also hypothesize that employees understand the authenticity of their firm’s CSR initiative based on internal and external attribution mechanisms. We propose that internal attribution enhances authenticity, while external attribution reduces it.

We surveyed a sample of 450 employees from 38 Korean companies that were included in the 2009 Dow Jones Sustainability Index Korea (DJSI Korea). To test the theoretical model, we employed a linear structural equation modeling which allows the causal estimation of theoretical constructs after taking into account their measurement errors.

As predicted, internal attribution significantly increases employees’ perceptions of their firm’s CSR authenticity, whereas external attribution significantly reduces such perceptions. Employees’ perceptions of authenticity, in turn, increase their affective attachment and decrease their intent to leave. In addition, the effects of the two attribution mechanisms on organizational attachment and intent to leave were mediated by employees’ perceptions on authenticity.

Research on authenticity has been case studies or narrative ones. This is one of the first studies investigating the role of authentic management empirically.

We demonstrate that a firm’s CSR initiative is a double-edged sword. When employees perceive inauthenticity of their firm’s CSR initiative, the CSR initiative could be detrimental to employees’ attachment to the firm. This study calls attention to the importance of authentic management of CSR.

Informational transparency through social network services become the foundational reality to the contemporary management. To maintain competitive edge in this changing world, every stakeholder of a firm including managers, employees, customers, shareholders, government, and communities should collaborate and help each other live the principle of authenticity.

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.

This chapter examines the institutional configuration of internal CSR in MNCs operating in Canada and Brazil, as well as headquarters-subsidiary relations within the institutional settings of their home and host countries.

The institutional logics perspective is used as it provides a systematic approach to understanding the institutional orders at play in the development of soft policies.

Whereas the institutional framework of the host country is a key factor in the regulatory and distributive spheres, the spheres of discretionary spending and soft policies are largely influenced and shaped by the MNCs through self-regulation, and may also be guided by intergovernmental institutions and NGOs.

The empirical data is limited to two case studies. It seeks to understand the multiple facets of CSR reality and produce contextual insights. Generalizations might fit better with other context communities – research subjects and the researchers who investigate them, beyond the mining industry – in a non-positivist, non-probabilistic sense, than with other context settings within the same industry.

The chapter concludes that institutional discourses and practices around internal CSR seek to strengthen a firm’s legitimacy. CSR does not necessarily increase the MNC’s performance when viewed in a market logic, but its operational viability can align with the corporation’s global strategy and identity. It also highlights resistance resulting from professional and community institutional logics.

This chapter contributes to the literature on internal CSR and is original in including an MNC from the South with subsidiaries in the North.

As part of discussing future research in the era of change for Globalization 4.0, this chapter examines the traditional academic CSR literature to determine a gap in current research. An academic literature search revealed limited literature on actual CSR activities, and more specifically, Social Initiatives (SIs). It is important to expand on this area of research as it relates to an evolution of the original CSR definition by Carroll (1979, 1999). The literature review also revealed limited use of Social Identity Theory in CSR studies: a theory which provides an excellent context to give ‘purpose’ and meaning to a more socially oriented form of CSR. It also provides a base to understand human ‘identification’ and ‘identity’ with CSR activities, in a new era of change. Recent research reveals the importance of understanding what employees and global citizens as stakeholders want, need, identify, and engage with. Following a literature review, this chapter introduces a new ‘Social Initiatives Framework,’ designed to incorporate the many terms and alternative themes associated with CSR. The chapter concludes with extracts from an example paper for this area of research, and provides a model to examine changing stakeholder perspectives in global settings. The findings behind the development of the model is discussed, revealing substantial opportunities for future research. The chapter highlights the development of CSR SIs to study the sustainable development goals, while also supporting social enterprises to solve wicked challenges and create shared value (CSV) for both the host community and the company within the setting where the organization resides.

This chapter explores the CSR conceptual framework, with a particular focus on the CSR policy diffusion and integration in the corporate banking in India. In a nutshell, the research has threefold objectives, it explores: the dynamics of the CSR conceptual development, sketching out the main contextual drivers leading to CSR policy importance in developed/developing countries; the CSR evolution in Indian scenario, pointing out India’s cultural and institutional contextual factors; and the context of banking sector regulations on CSR policy and guidelines. The analysis is supported by a comparative multiple case study analysis, on three leading public banks: State Bank of India (SBI), Bank of Baroda and Punjab National Bank. The rationale for case selection is based on the social and environmental implications of banking financial decisions on the matter. The banking sector is still at the initial stage of integrating CSR policies in their regulations. The findings reveal increasing attention among the banks towards the adoption of social banking regulations. There is a substantial body of empirical evidence showing that the newly CSR core values and guidelines at international level have often had little effect on CSR practice in the banking sector at the country level. The research shows that it is important to look at the CSR evolution through an integrated model of analysis, based on conceptual and empirical evidence. It pointed out an integrated model of analysis of the banking sector through the lens of comparative case studies.

In recent years, the online environment and the Internet, as a communication platform, have acquired an important role regarding the companies’ activity of communicating their social responsibility. The purpose of this study resides in drawing a typological classification based on analysing the manner in which the world’s greatest companies conduct their communication activities as depicted by their CSR reports published online.

A content analysis method was used in order to classify the common CSR activities driven by large global companies depending on their unique approaches in terms of communication.

About 100 organisations extracted from Forbes Global 2000 Leading Companies (as of 2012) were subjected to the current study. Consequently, their latest CSR reports published on the Internet were analysed according to a series of five variables. The most complex one relied on what type of CSR information have the companies focused on within their reporting activities. Thus occurs the dichotomy between structuring their communication endeavours as filtering them relative to the stakeholders’ needs, or trying to emphasise the different categories of initiatives. The resulted classification is founded mainly on the reality observed in a company’s CSR communication activities.

The chapter argues that the classification is not limited to the proposed framework, but it may vary depending on a corporation’s changes in communication or its interest in supporting new CSR tendencies so that they can be enriched. Although CSR activity is represented under various patterns by the investigated companies, all the subsequent reports can be considered as being an integral part of the system.

Even though not all the highlighted strategic directions have an integrated profile in order to be included in the general CSR reporting, they can be taken into account in the near future.

This new approach on classifying the different communication endeavours paves the way for an overall image on the manner in which companies of all types may align their social responsibility activities with the increasing stakeholders’ demands, given the digital media specifics.

Despite the abundant literature on CSR, the implementation of social responsibility in public sector organizations is still underexplored. And this despite the fact that, as illustration, the public sector accounts for more than one-third of the economic activity in Belgium. Moreover, public sector organizations have an example function toward other societal actors, and by implementing social responsibility themselves, they are likely to provide a strong signal to the market. In this chapter, we approach the example role of public organizations in CSR implementation by doing a qualitative research of 14 (out of 19) municipalities in Brussels and focus thereby on the implementation of a social responsibility proxy, “Local Agenda 21” (LA21). We find that political support, through key political figures and the opposition, are very important for the success of the implementation of social responsibility in municipalities. We were surprised to learn that municipalities are experiencing competition amongst each other regarding LA21 implementation. However, the most unexpected result of our study was that municipalities reported that their involvement in LA21 seems to have only a limited impact on the private sector. Therefore, the argument of government institutions “leading by example” requires further investigation.

Purpose – To review the performance and growth of mining industry in India against current global vision and trend of the industrial growth internationally. Also, to evolve the strategic policy for evaluating Corporate Social Responsibility (CSR) programme initiatives taken by the Indian mining industry at large as well as the impacts thereof, with special reference to affected and most vulnerable mining belts in India.Design/methodology/approach – An attempt has been made in the chapter to have a holistic sectoral review of the overall performance of the mining industry in India for the past one decade, as well as its claimed impact on improvement of ecological quality and socio-economic growth in the mining belts. The chapter reviews the state of the impact of ‘CSR’ initiatives and programmes on environment as well as the mining community in terms of stakeholders’ involvement and protection of rights in developing socio-economic business equity. The chapter also critically analyses the policy dimensions – including mining industry's operational framework, which can attribute towards developing future strategy for sustainable development of the mining industry at large, through evolving a series of reform processes, adequately backed up by innovative CSR policy and programme initiatives, together with well-defined implementation, monitoring, evaluation strategies and standards.Findings – The mining industries in India have a huge potential for growth to support the other industries for which bulk of the raw materials are derived from this industrial segment. Several research and developmental studies conducted by different organisations spread across the globe have convincingly been able to link the prospect of industrial growth and long-term sustainability with the stakeholders’ participatory and proactive roles along with those of the industry for holistic and integrated socio-economic development of the mining areas. This has been possible through careful designing of the CSR programmes and initiatives by several mining companies in India (with varying degree of success and failures) with close monitoring and performance evaluation of the impact of the programmes in ecological, economical and sustainability terms against certain pre-designed standards. Such standards – as they are constantly evolving – should inter alia include ethical and transparency dimensions to ensure total involvement of the local community in the mining-affected areas. Proper compensation mechanisms and socio-economic growth of the mining community will not only improve productivity, but will also take care of ecological and economic safeguard of the mined coal blocks that are highly vulnerable to ecological degradation and economic exploitation. As for future strategy for sustainable industrial growth of the mining industry in India, there should be constant monitoring and evaluation of the various provisions of the various Acts related to mining, minerals, metals, energy, power, environment, etc. that are constantly under review and reforms processes with a view to guiding the future strategy. International co-operation in the mining sector will go a long way for sustainable growth and development of the mining industry in India for boosting the economic growth of the country.Research limitations/implications – Future research on the theme should focus on identification of replicable and sustainable model of CSR practices in the mining industry by developing illustrative business models on the basis of global experiences. Sustainability reporting and identification of better qualitative as well as quantitative parameters, tools and techniques to study the impact of CSR practices on the socio-economic growth of the affected mining community should be the focus of future research.Social implications – The findings (serving as messages) of this piece of research will certainly have an impact on society. This in turn, will, hopefully influence public attitudes, and by implications, it will also influence (corporate) social responsibility or environmental issues.Originality/value of the chapter – The chapter is innovative and, among other things, addresses some of recently reported burning issues affecting the interests of the mining industry on one hand, and the national economy of the affected countries on the other.

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.

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.