A MODEL OF CSR IN THE THAI CONTEXT
In answering the second research question:
RQ 2: What is a model of CSR in the Thai context studies published during 2000- 2015 like?
An important step to developing theory using grounded theory is to create relationships among categories and one method to accomplish this is through the use of selective coding which is the process of systematically relating a core category, the central phenomenon around which all the other categories are related, to other categories (Glaser & Strauss, 1967; Strauss& Corbin. 1990). To develop a model of CSR in the Thai context that takes into consideration all 13 categories inductively derived from the journal articles, the 15 categories were examined to explore the numerous ways in which each category fits with the others.
The result was a clustering of categories into more abstract categories or components. For instance, the categories implementing strategies, implementing regulations and enhancing bra loyalty clustered together because all focus on implementing elements of CSR. Once the components were identified, the relationships among categories within each component were determined as well as how each component related to each other. Through this iterative examination process of the dimensions and attributes of the initial categories and the relationships between the different categories, this model was created.
The model represents what CSR in the Thai context studies published during 2000-2015 is like.
Figure 4: Model of CSR in the Thai Context
The model contains four components that accommodate all 13 categories. Further observations resulted in a further prioritizing of components. The starting point for the model is at the top ‘measuring’ component with the overall process being a recursive hermeneutic cycle within a cyclical progression. However, entry can be from any point of the recursive hermeneutic cycle components of measuring, understanding or developing CSR as long as requirements for each of the three components are met before moving on to the implementation component. After completing the implementing CSR component the process cycles back to the measuring CSR component and the process can begin again.
Component 1: Measuring CSR (31 articles, 32.63%)
Measuring CSR is the first component of the model. Even though the measuring component is the first in the model, entry can be at any of the measuring, understanding or developing components. Measuring CSR is intrinsic to validating the understanding, developing and implementing CSR components. Without a capability to measure CSR, the effectiveness of the understanding, developing and implementing is not validated, progress is not realized and CSR goals cannot be targeted. At least one of the measuring CSR component dimensions of effects, reporting measurements, perceptions and sustainability are required in order to fulfill minimum requirements of the measuring CSR component.
Component 2: Understanding CSR (25 articles, 26.32%)
Understanding CSR is the second of three recursive components and requires at least one of the dimensions, understanding through dialogue, understanding initiatives, understanding correlation, and understanding leadership requirement to be fulfilled before moving on to the next of more dimensions results in a deeper understanding of CSR the in Thai context and more robust CSR activities. Movement from the Understanding CSR component can be directed back to the measuring CSR component if insights are realized or towards the development CSR component.
Component 3: Developing CSR (25 articles 26.32%)
The third component, developing CSR, comprises of the dimensions of developing solutions, developing perception and developing sustainability. This component can be fulfilled directly from the measuring CSR component, however, once the understanding CSR component requirements are fulfilled, modifications may be required to fulfill the requirements of this component again. Fulfillment of this component is required in order to move on to the implementing CSR component. It is impossible to fulfill the implement CSR component if you have not developed a CSR activity to implement. Bypassing the measuring CSR component and or the understanding CSR component increases the potential for failure of any developed CSR activity. The developing CSR component requirements include measuring CSR specifications as well as fulfilling specifications of the understanding CSR component.
Component 4: Implementing CSR (14 articles, 14.73 %)
The fourth and final component of the model is the implementing CSR component, mediated through the three prior components, and consists of three dimensions, implementing strategies, implementing regulations and implementing brand performance enhancements. The more dimensions satisfied at this component, the more successful the CSR activity. Successfully satisfying this component's requirements pushes the process back to the measuring CSR component for the cycle to finish or continue iteratively through the model again.
CONCLUSION AND IMPLICATIONS
This study investigates how a qualitatively constructed model of CSR in the Thai context using a grounded theory method is created. Ninety-five selected articles were analyzed; 13 topical categories were identified and a new model consisting of 4 main components emerged from the interpretation of the relationships among the 13 topical categories. The first component implies that that ability to measure CSR is a fundamental plays a key role in understanding, planning, and implementing a CSR activity in the Thai context.
It is predictable that CSR activities in the Thai context are implemented without clear-cut measuring and reporting requirements considering the current maturity of CSR in Thailand. However, if CSR is to have any impact on the future directions of society and industry in Thailand, a means to measuring return on investment of CSR activities in Thailand is required. Issues such as what units of measurement are required in order for businesses and society to effectively validate return on investment of CSR activities in Thailand could be the focus of future research.