Internalising and internationalising country specific CSR practices of a Japanese multinational company
Critical Perspectives on International Business
ISSN: 1742-2043
Article publication date: 15 February 2021
Issue publication date: 21 February 2022
Abstract
Purpose
Applying mainstream, Western-centric corporate social responsibility (CSR) theory to make sense of CSR practices of multinational firms of non-Western origin seems to be problematic for CSR theory and practice. The purpose of this study is to critically analyse the CSR integration journey of a Japanese multinational firm with a view to understanding CSR integration in a global business context.
Design/methodology/approach
This study used a qualitative research method using a single case study approach to investigate a contemporary phenomenon within its real-life context. A theoretical lens of seven patterns of CSR integration interwoven with Japanese and mainstream CSR discourses is used to make sense of internalisation and internationalisation process.
Findings
Main findings are presented under four themes: product harm crisis as a call for CSR, CSR governance and bottom up initiatives, recycling oriented CSR and product designing, co-existing Japanese CSR in the global marketplace. An external misfit of a firm’s practice in the domestic market can lead to internalising country-specific CSR through CSR integration resulting in successful internationalisation of country-specific CSR practices.
Research limitations/implications
Country-specific CSR integration follows context-specific routines and practices; this process can be shaped and reshaped by the prevailing international CSR discourse due to internationalisation of a firm’s operation.
Originality/value
Although CSR is viewed as a fundamental strategic priority driving firms to focus on shared value-creating products and services, how best a firm can integrate CSR into an existing business model is unclear. This gap is addressed in this current study.
Keywords
Acknowledgements
Compliance with ethical standards: No funding was received for this study. Both authors declare that they do not have any conflict of interest. This article does not contain any studies with animals performed by any of the authors. Informed consent was obtained from all individual participants included in the study.
Authors wish to thank reviewers of the manuscript for their insightful comments and direction.
Citation
Perera, C.R. and Hewege, C.R. (2022), "Internalising and internationalising country specific CSR practices of a Japanese multinational company", Critical Perspectives on International Business, Vol. 18 No. 2, pp. 201-223. https://doi.org/10.1108/cpoib-02-2019-0013
Publisher
:Emerald Publishing Limited
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