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|Title:||Corporate social responsibility: from zero to action - a case study of Ascendas' CSR campaign.||Authors:||Wong, Sarah Chung Yeng.||Keywords:||DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns||Issue Date:||2007||Abstract:||Corporate Social Responsibility (CSR) is a relatively new concept in Singapore, particularly to local companies, and the practice of full-fledged CSR initiatives is still in its infancy. While local companies have participated actively in socially responsible behavior, many of these activities are often ad-hoc, with little relevance to the companies' core business activities. Ascendas Pte Ltd, a local subsidiary of the Singapore government statutory board formulated its CSR policy and implemented programmes across its key operating countries in 2004. Taking reference from Archie B. Carroll's (1979) Corporate Social Responsibility model and the Pyramid of Corporate Social Responsibility (1991), this paper conducts a case study on Ascendas' efforts at incorporating its CSR policy with its core business and evaluates the relevance of the models to realistic implementation in a business.||Description:||149 p.||URI:||http://hdl.handle.net/10356/35709||Fulltext Permission:||restricted||Fulltext Availability:||With Fulltext|
|Appears in Collections:||WKWSCI Theses|
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