The different approaches in strategic Corporate Social Responsibility between Western and Asian nations

Abstract

Corporate Social Responsibility has been a trending topic for corporations since the oil crisis in the 1990’s. Even if companies have started leading positive initiatives towards the communities they interact with since the industrial age, it is only recently that large corporations understood their interest in doing so and started developing strategic communication around it. Nowadays all corporation leverage strategic CSR as part of their Marketing and Communication mix. Strategic CSR and corporate philanthropy are being used as employer branding tool as well as true product and services additional value for Marketing. In this thesis, I intended to first recall the history and development of Corporate Social Responsibility overtime and assess the success of its strategic utilization. I have leveraged my appeal for multiculturalism, my interest as well as my participation to a double degree program to study the differences in terms of targeting and efficiency of employer branding communication based on CSR (and Corporate Values) and responsiveness to Strategic CSR Marketing messages between Asian and Western nations. My area of interest concerns young graduate, our millenials who are both job seekers and therefore a key audience for employer brand related messages and a key customer group to target for large companies.