MNCs and CSR engagement in Asia: a dialectical model

Angela Ka Ying Mak, Suwichit (Sean) Chaidaroon, Augustine Pang

Research output: Contribution to journalJournal articlepeer-review


Using the Circuit of Culture as a guiding framework, this study highlighted how MNCs in Asian developing countries engage and negotiate with local stakeholders as they implement their CSR initiatives. Twenty-one qualitative semi-structured interviews were conducted with PR practitioners responsible for CSR projects in Asia. Thematic analysis was used to identify themes related to the framework elements. Results demonstrated how MNCs practice CSR in Asia through the five moments (identity, regulations, production, representations, and consumption). MNCs faced a number of dialectical tensions (e.g. following the country’s laws, lack of CSR comprehension among employees, and resistance from the stakeholders). Effective strategies to embrace the local cultures and manage dialectical tensions were discussed and a proposed dialectical model for international CSR practice was developed.
Original languageEnglish
Pages (from-to)37-60
Number of pages24
JournalAsia Pacific Public Relations Journal
Issue number2
Publication statusPublished - Jan 2015

User-Defined Keywords

  • Asia
  • conflict
  • culture
  • developing countries
  • multinational companies
  • social responsibility


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