Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 30063
Institutionalising Corporate Social Responsibility: A Study on the CSR Statements on Corporate Websites of Malaysian and Singapore Corporations

Authors: Shahrina Md Nordin, Zulhamri Abdullah, Yuhanis Abdul Aziz


The purpose of this paper is to examine the current state of corporate social responsibility statements on corporate websites of Malaysian and Singaporean corporations and analyze how the CSR statements contribute in building a unique corporate identity of corporations. Content analysis is employed to examine the websites of Malaysian and Singaporean consumer corporations. It is believed that generally most companies tend to publish and communicate their CSR statements visibly to general stakeholders. However, there is a significantly different outcome of the articulation of CSR on practices on websites between Malaysian and Singaporean consumer corporations. A number of Singaporean organizations were found less concerned with CSR practices as compared to Malaysian organizations. The findings indicate a need for corporations in Malaysia and Singapore to orchestrate their core competence of CSR activities in order to develop a unique corporate identity in a global business environment.

Keywords: Corporate identity, Corporate Social Responsibility, Asian country.

Digital Object Identifier (DOI):

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF


[1] Lantos, G. P. (2001). The boundaries of strategic corporate social responsibility. The Journal of Consumer Marketing, 18 (7): 595-639.
[2] Commission of the European Communities. (2001). Promoting A European Framework for Corporate Social Responsibility. Presented by the Commission.
[3] Baker, M. (2004). Corporate social responsibility: What does it mean? Corporate Social Responsibility News and Resources. Retrieved May 2, 2004, from
[4] Moon, J. (2004). Government as A Driver of Corporate Social Responsibility. Research Paper Series International Centre for Corporate Social Responsibility, 20-2004
[5] Gunningham, N. Kagan, R, A. & Thoraton, D. (2002). Social License and Environmental Protection: Why Business Go Beyond Compliance. London. Centre for Analysis of Risk and Regulation at the London School of Economics and Political Science.
[6] Amerada Hess Corporation. (2002). Environment, Health, safety and Social Responsibility.
[7] Starbucks Coffee Company. (2001). CSR Fiscal Report, Corporate social Responsibility Annual Report. From
[8] Ingenhoff, D. & Fuhrer, T (2010). Positioning and differentiation by using brand personality attributes: Do mission and vision statements contribute to building a unique corporate identity? Corporate Communications: an International Journal, 15(1), 83-101.
[9] Smith, N. C. (2003). Corporate Social Responsibility: Not Whether, But How?. Centre for Marketing Working Paper, 03-701.
[10] Elkington, J. (1991). Cannibals with Forks. The Triple Bottom Line of 21st Century Business. Oxford. Capstone Publishing.
[11] "Nike Answers Critics" (2002). Retrieved December 4, 2002 from
[12] Welford, R. (2005). Corporate social responsibility in Europe, North America and Asia. Journal of Corporate Citizenship, 17: 33-52.
[13] Matten, D. & Moon, J. (2004). "Implicit" and "Explicit" CSR: A Conceptual Framework for a Comparative Understanding of Corporate Social Responsibility. Academy of Management Review 2008, 33(2), 404-424.
[14] Aman, A. (2001). Privatization and the democracy problem in globalization: making markets more accountable through administrative law. Fordham Urban Law Journal, 28(5): 1477-1506
[15] Khanna, V. (2004, March 20). Singapore companies heeding the CSR call. The Business Times Singapore. Retrieved June 11, 2004, from Factiva database.
[16] Stuart, H. (1999). Towards a definitive model of the corporate identity management process, Special Edition on Corporate Identity. Corporate Communications: An International Journal, 4(4): 200-7.
[17] Topalian, A. (2003). Experienced reality: The development of corporate identity in the digital era. European Journal of Marketing, 37(7/8), 1119-1132
[18] Pollach, I. (2005) Corporate Self-presentation on the WWW: Strategies for enhancing usability, credibility and utility. Corporate Communications: an International Journal 10(4): 285-301.
[19] Tsang, Eric W. K. (1998). A longitudinal study of corporate social reporting in Singapore: the case of banking, food and beverages and hotel industries. Accounting, Auditing and Accountability Journal, 11(5): 624-635.
[20] Andrew, B. H., Gul, F. A., Guthrie, J. E., & Teoh, H. Y. (1989). A Note on Corporate Social Disclosure Practices in Developing Countries: The Case of Malaysia and Singapore, British Accounting Review, 16(1): 12- 26.
[21] Chun, R. & Davies, G. (2001) E-reputation: the role of mission and vision statements in positioning strategy, Brand Management, 8: 315- 333.
[22] Okazaki, S. (2005) Excitement or sophistication? A preliminary exploration of online brand personality, International Marketing Review, 23(3): 265-1335.
[23] Bronn, P.S. & Vrioni, A.B., (2001). Corporate social responsibility and cause-related marketing: An overview. International Journal of Advertising, 20: 207-222.
[24] Hung, W.T. & Ramasamy, B. (2004). A comparative analysis of corporation social responsibility awareness, Malaysian and Singaporean corporations. Journal of Corporate Citizenship, 13:109-123.
[25] Sriramesh, K. Ng, Ch.W. Ting, S.T. & Wanyin, L. (2007). Corporate social responsibility and public relations. In The Debate over Corporate Social Responsibility (ed. May S., Cheney, G. and Roper J.). 119-134, Oxford. Oxford University Press.
[26] Aaker, J. (1997). Dimensions of brand personality. Journal of Marketing Research 34: 347-356.