Usage of public corporate communications of social responsibility in Brazil, Russia, India and China BRIC

• Published in: International journal of emerging markets 2010-01, Vol.5 (1), p.6-22
• Main Authors: Alon, Ilan, Lattemann, Christoph, Fetscherin, Marc, Li, Shaomin, Schneider, AnnaMaria
• Format: Article
• Language: English
• Subjects: Brazil; China; Corporate communications; Corporate social responsibility; India; Russia
• ISSN: 1746-8809
• DOI: 10.1108/17468801011018248

Purpose The purpose of this paper is to analyze the status of corporate social responsibility CSR communications in Brazil, Russia, India, and China BRIC nations. The four countries are among the biggest emerging markets, forecasted to have increasing influence in economic and political spheres. How these countries manage their corporate communication in regards to CSR is, thus, the focus of the investigation. Designmethodologyapproach This paper compares the extent and content of corporate communication with respect to CSR from a sample of over 100 companies from the BRIC nations by investigating the nature of CSR motives, processes, and stakeholder. Findings The results of the analysis show that CSR activities differ among BRIC nations with respect to CSR motives, processes, and stakeholder issues. China seems to be least communicative on a number of CSR issues. Practical implications The research shows that great variations exist in the implementation of CSR in BRIC nations. Even though India's GDP per capita is lower than that of China, for example, its communication of CSR is more intensive. This suggests that economic development alone cannot fully explain the differences in CSR communication. A full understanding of differences in CSR communications across BRIC is, thus, needed. Originalityvalue The paper is original in providing across BRIC country analysis of corporate communication relating to CSR activities.