STRATEGIC SUSTAINABILITY COMMUNICATION MODEL OF LISTED COMPANIES IN THE STOCK EXCHANGE OF THAILAND
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Abstract
“Sustainable development” or “Sustainability” is indicative of Thailand being affected by the “Bubble Economy” in 1997. During the crisis His Majesty the King Rama IX gave a royal remark to the Thai people about the concept of “Sufficiency Economy Philosophy”, which has been adopted as a framework for sustainable development. Thailand has encountered several weaknesses such as society, economy, politics, and environment. In 2015, Thai Cabinet has prepared the “National strategy” as motto as “Stable, Prosperous, and Sustainable”. In the respect of Thai listed companies in SET, “Sustainability” has been implemented as key communication message among stakeholders.
This qualitative research was designed to study and investigate strategic sustainability management, outlook and trend of strategic sustainability communication management of Listed Companies in Stock Exchange of Thailand. Collected data conducted in-depth interview of ten experts in SET companies and documentary analysis about sustainability communication.
The results revealed that strategic sustainability management has been initiated base on three dimensions namely economy, society, and environment, while some companies have added corporate governance in their master plan. While outlook and trend of strategic sustainability communication would focus on practice among stakeholders-oriented with transparent information, integration, and governmental regulations.
The findings of this study helps corporate communication or corporate sustainability experts in implementing and applying strategic communication model of sustainability to suit among listed or non-listed companies in the stock exchange of Thailand.
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