دانلود رایگان مقاله نقش شرکت های چند ملیتی در توسعه صنعت روابط عمومی ویتنام از طریق مسئولیت اجتماعی شرکت ها

abstract

The paper argues that multinational corporations (MNCs) are best placed to progress public relations (PR) practice in Vietnam through significantly expanding their corporate social responsibility (CSR) programs. While there are many MNCs in Vietnam that warrant analysis regarding their CSR efforts, American coffee giant Starbucks is an instructive starting point as it is generally renowned for its strategic CSR efforts in the United States and other developed markets. The authors believe there is a need to examine whether there is a spillover effect in Vietnam, due to Starbucks’ recent establishment in the country, to further CSR and PR research. Using content analysis, the authors investigated content relating to Starbucks Vietnam’s CSR efforts on Starbuck’s Facebook page and website, and in the mainstream media in Vietnam. The authors found a remarkable lack of strategy and sophistication regarding Starbucks Vietnam’s CSR efforts and the communication ofthese efforts, resulting in unfocused, ad hoc and short-term CSR activities with limited stakeholder engagement, including with media stakeholders. The authors’ paper recommends clear identification of beneficiaries of CSR, and more strategic, sophisticated and long-term activities promoted with more engaging communication that would enable MNCs such as Starbucks to expand CSR in Vietnam and steer the country’s emerging PR industry in a socially responsible direction.

5. Discussion

These findings support the argument that the difference in Starbuck’s CSR efforts in Vietnam, compared to more sophisticated efforts in neighboring markets such as Thailand, can be explained by MNCs being more likely to adopt CSR to reflect the profile of the country of operation rather than the country of origin (Chapple & Moon, 2005). CSR has been introduced to Vietnam by MNCs and international NGOs, but is not widely practiced among Vietnamese companies (Minh, 2013). In 2012, Vietnamese companies generally did not undertake CSR for numerous reasons, including beliefs that CSR was largely the responsibility of large organizations with export markets and “a luxury of the developed world”.