‘Pid Thong Lang Phra’ - The impact of culture upon Thai CSR concepts and practice: a study of relationships between NGOs and corporations.

Watson, T. and Sthapitanonda, P., 2015. ‘Pid Thong Lang Phra’ - The impact of culture upon Thai CSR concepts and practice: a study of relationships between NGOs and corporations. Asia Pacific Public Relations Journal, 16 (1), pp. 61-72.

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Abstract

Although multi-national corporations (MNCs) have brought Western corporate social responsibility (CSR) practices to Thailand, there are strong religious and social influences upon its conceptualization and implementation in this predominantly Buddhist nation. The Thai phrase ‘Pid Thong Pang Phra’ is a metaphor for “doing good deeds” but without publicising them (Sthapitanonda & Sinsuwarn, 2013) and emphasises a long-standing ‘top-down’ cultural attitude to philanthropy. In the extant literature on CSR in Thailand, there is minimal consideration of the role of local non-governmental organisations (NGOs) in discourse and practice and of their relationship with nationally-based corporations that are undertaking CSR activities. Using a qualitative approach of interviews with CSR practitioners in corporations and leaders of the NGOs with which they interact, the researchers identify the characteristics of that relationship and conclude that cultural impacts drawn from Buddhism and pragmatic desires to maintain control of relationship have created a ‘managed distance’ model of engagement between corporations and NGOs. This understanding of the ‘distance’ between the two types of organisations aids the formation of a Thai conceptualisation of CSR that is of value to indigenous organisations and MNCs operating in that country.

Item Type:Article
ISSN:1440-4389
Uncontrolled Keywords:CSR; culture; NGOs; relationships; Thailand
Subjects:UNSPECIFIED
Group:Media School
ID Code:23023
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:05 Jan 2016 14:25
Last Modified:05 Jan 2016 14:33

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