Corporate social responsibility and public relations in India

Abstract

This study aimed to create a holistic understanding of the phenomenon of corporate social responsibility (CSR) as constructed in non-Euro/American contexts, specifically in an emerging Asian nation, India through (a) a macro focus that aimed to understand and critique corporate discourse on the conceptualizations, perceptions, practices and communication of CSR and (b) a micro focus that aimed to examine whether the business-case-for-CSR holds true in a non-Western context as well; specifically by exploring associations between awareness of CSR practices and employee relations. In addition to CSR theories, the study employed an interpretive dialectical approach, a postmodern perspective in public relations and a relationship management theoretical framework to analyze the data. The study generated 19 in-depth, elite interviews and 244 survey responses. Key findings indicate the existence of six key dialectics in the corporate discourse on CSR in India that throw new light on extant conceptualizations, perceptions, practices and communication of CSR. The study also found strong positive associations between CSR and employee relationship outcomes validating the business case for CSR in India as well. Other important findings, implications and recommendations for research and practice are also discussed in the thesis.