Corporate Social Responsibility and Business Sustainability: The Case Study of True Corporation Plc.
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Abstract
Nowadays, the organization cannot only aim to generate profits from the current business operation because business operation must involve stakeholders who may be affected by business processes. Therefore, the organization must conduct business along with social responsibility towards sustainable development. In this regard, the researcher studied the model of corporate social responsibility and business sustainability by a case
study of True Corporation Plc. The objectives are as follows: (1) to study the present status of social responsibility activities model of True Corporation Plc.; (2) to study the model of social responsibility activities of True Corporation Plc. leading to the sustainability of the business; and (3) to study the direction of new forms of social responsibility activities that will lead to the sustainability of the business in the future.
The results from the study showed that True Corporation Plc. had a clear corporate social responsibility (CSR) activity policy that is consistent with the nature of its business operations. There was an activity format that met the expectations of stakeholders appropriately, promoted the participation and created opportunities for gaining access to and utilization of communication technology. For example, the ConnexED Project and
development projects for people with disabilities, which after being formatted were consistent
with the concepts of Phillip Kotler and Nancy Lee (Cited in Yoonprathom, 2007) in all six forms.
In addition, there were activity models that were consistent with the concept of sustainable
development that includes economic, social, and environmental development. However, in the operation of CSR activities, the company should undertake the duty to be the intermediary that connects the groups of people from various sectors of the society by developing the “Platform of Social Responsibility” to be the gathering center of knowledgeable people and expand the alliances both internally and externally in order for the stakeholders to understand the Company’s business operations more and participate more in social contributions. This will have a positive effect on the image of the organization in the future.
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