Putting community first: mainstreaming CSR for community-building in India and China |
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| Authors: | Sarabdeep K Kochhar |
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| Institution: | 1. Department of Public Relations, University of Florida, Gainesville, FL, USAsarabkochhar@gmail.com |
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| Abstract: | Community-building is studied as a multidimensional process that leads to sustainable improvements in the well-being of individuals, families, communities, and society as a whole. The study looks at the role organizations play in developing countries as an integral function of inter-connectedness between organizations and community. A total of 100 Indian and Chinese organizations were analyzed for the available corporate social responsibility (CSR) information and initiatives using quantitative content analysis. The sample was drawn from the 2011 Forbes Global 2000 list. Significant differences were found between Indian and Chinese organizations in the levels of community-building. Findings also revealed information on the most common CSR terms, issues, and modes used by the organizations and how those differ culturally. Cultural scores on collectivism were also looked at for each country to analyze the relationship between organizations and community-building. |
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| Keywords: | corporate social responsibility developmental communication strategic communication content analysis India China |
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