ABSTRACT The field of corporate social responsibility (CSR) has grown exponentially in the last decade and is gradually becoming a global trend. Companies are now expected to take explicitly into account all aspects of their performance, that is, not just their financial results, but also their social and environmental performance. Therefore more organisations are now engaged in serious efforts to define and integrate CSR into all aspects of their businesses. The aim of our study is to understand this trend in Malaysia and specifically to investigate (1) The status of CSR in Malaysia; (2) Different CSR practices in Malaysia; (3) Future diffusion of CSR in Malaysia. To answer these questions, we have conducted interviews with Malaysian leading experts in CSR. Our results suggests that the key issues in the journey toward wider diffusion and acceptance of CSR in Malaysia include current confusion over the meaning of CSR, prevalent use of CSR as a PR tool, mandatory versus voluntary CSR and the role the National Mirror Committee of ISO/TMB/WG SR in this process. Keywords: Corporate Social Responsibility, Malaysia, Experts, CSR practices INTRODUCTION Over the last two decades, Malaysia has been gradually improving its alignment with global management practices such as quality management and ISO 9000. A new challenge now is to encompass the core issues of Corporate Social Responsibility (CSR). CSR became a focus of many governments as well as companies globally and an inevitable part of the international trade. Welford and Frost (2006) confirm this new reality in their study of CSR in Asian supply chains. According to Welford and Frost (2006) large companies sourcing off-shore “want to do business with partner companies that also have the capacity to develop good CSR practices”. Malaysia is indeed an exportoriented country (according to the Global Trade Performance Report 2005, Malaysia is the... [continues]
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