An Integrated Study of Corporate Social Responsibility and Relationship Management in China: An Interpretive Perspective


The purpose of this study is to determine how companies in China manage their relations with publics (stakeholders) in China through their Corporate Social Responsibility (CSR) programs. This study is conducted from the interpretive perspective and use qualitative, specifically, interview method. This study explored the current situation of CSR in China. I apply the concept of relationship management, for example,organization-public relationships (OPR): in particular, relationships antecedents, relationship cultivation strategies, relationship types, and relationship outcomes, to explore the research questions. To investigate the current state of CSR in China, thirty companies in China were interviewed in this study (40 participants). The results of this study answer the questions of how companies manage relations in China during CSR programs. The implications of this study are useful to public relations scholars to evaluate organization-public relationships in the context of CSR. This study helps the reader to get the idea of the general situation of CSR, corporate philanthropy, and corporate sustainability in China. This study is also useful to public relations practitioners who attempt to develop, maintain, and evaluate relationship with publics of their organizations, companies in China that intend to undertake CSR, and scholars who are interested in CSR in China.

Author Information
Dashi ZHANG, RMIT University, Australia

Paper Information
Conference: ECSEE2014
Stream: Social Sustainability & Sustainable Living

This paper is part of the ECSEE2014 Conference Proceedings (View)
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Posted by James Alexander Gordon