Calculation of CSR
The explanatory variable of the analysis is chosen to be CSR to explore the relationship
between engagement in social responsibility activities and firms’ VAIC. Content analysis
methodology is utilised to measure the level of socially responsible action the companies
undertake. This methodology was first utilised by Bowman and Haire (1975). Annual reports
of the companies have been used to obtain the CSR activities. Hughes et al. (2001) support
the usage of annual reports for determining the disclosure of CSR activities due to their easy
reach and convenience in enabling companies to communicate with their shareholders.
There are two processes that make up the content analysis of CSR disclosures. The first is
the generation of a categorisation scheme and the second is the determination of the
guidelines to decide what and how to code (Milne and Adler, 1999). The checklist that has
been used in this study for the categorisation process is in line with that of Ng (1985). The
social responsibility disclosure instrument, checklist and the related decision rules applied
are displayed in Appendices 2-4, respectively. The unit of analysis is chosen to be the
number of sentences that refer to CSR activities disclosed in annual reports, as in the work of
Hackston and Milne (1996).