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PRACTISING
CORPORATE SOCIAL
RESPONSIBILITY
IN MALAYSIA
A Case Study in an
Emerging Economy
Loi Teck Hui
Practising Corporate Social Responsibility
in Malaysia
Loi Teck Hui
Practising Corporate
Social Responsibility
in Malaysia
A Case Study in an Emerging
Economy
Loi Teck Hui
Loi & Mokhtar (Chartered Accountants)
& Loi & Mokhtar Consulting
Bintulu, Malaysia
Cover credit line: Pattern adapted from an Indian cotton print produced in the 19th century
v
vi Acknowledgements
1 Introduction 1
3 Contexts 49
vii
viii Contents
ix
List of Figures
xi
List of Tables
xiii
xiv List of Tables
The world and its natural laws interact with human societies to affect
the health, activity, life, and well-being of all living things. Different
natural components of the earth interrelate to determine how the
human can make choices to support sustainable development. Scientific
principles are applied to create inventions to support human progress
and to establish a sense of community that supports human endeav-
ors. On the other hand, organizations are also established to address
the needs of communities via viable use of finite resources through eco-
nomic exchanges. Mobilization of economic activities relies on systems
of production, distribution, and consumption of goods and services.
Satisfying the diverse interests of living things is dependent on a com-
plex balance of interconnected factors. The organizations set corporate
missions, establish code of ethics, and develop crucial resource capabili-
ties in order to deploy and share better the finite resources with other
living things.
Economic growth, social progress, and ecological balance are the fun-
damental components of sustainable development. An organization,
be it public or private, is not detached from the society and the natu-
ral environment. Given the tight interconnectedness of human-made
systems, communities, and environments, it is an uphill task for the
organizations to balance the diverse interests of their stakeholders in a
fast-changing world. Living up ethically to the sound corporate respon-
sibilities whether can be something that actually has a bottom-line pay-
off for the organizations remains an enigma. Hence, there is an urgency
to look into the roles and manners of modern organizations in building
a better future without forsaking universal principles.
People cling on to or thrust aside social artifacts. Exploration and
exploitation with local and international mindedness can lead to new
understandings, opportunities, and changes. The object of management
is a human community held together by the work bond for a common
purpose. Management always deals with the nature of man, and with
good and evil (Drucker and Maciariello 2004). Its process in essence
is a system of interdependency (Miller and Whitney 1999). Pragmatic
management upholds the output, often justifying the inputs in terms
of the results. Corporate mishaps imperil modern enterprises’ influence
on others through morality practices. Accounting irregularities, insider
1 Introduction
3
Against the above backdrops, the author conceives that CSR is much
more than an effective strategy or auxiliary social practice. Rather, it is
how the firm and its stakeholders interact and determine each other’s
future by sustaining the continuous fruitfulness of finite resources.
Thus, a central CSR question that this research aims to address is: does
a firm’s CSR and ethical practices really matter for it to fulfill economic self-
interests and societal expectations?
Using qualitative research methods, the research has the following
research objectives that seek to examine and understand holistically:
Sections 2.2, 2.4, 2.5, 2.6, and 2.7 in Chap. 2 provide the theoretical
cores for the above four research objectives.
Emerging markets constitutes over two-thirds of the world’s popu-
lation. The annual growth rates in gross domestic product (GDP) for
China and India have even sustained over the past few years at 7–10%.
6 L. Teck Hui
The emerging countries are gaining more economic and political clouts.
Country leaders, international managers, civil servants, and researchers
are in need of some guidance on how to respond to increased challenges
of practicing and maintaining corporate responsibility under the state
of uncertainty and value disparity. The emerging markets and emerging
firms can, therefore, be the important testing grounds for existing busi-
ness models and theoretical concepts. Malaysia was ranked among top
20 most competitive economies 2014–2015 by the World Economic
Forum (World Economic Forum [WEF] 2014). Among its 13 states,
Sarawak has one of the strongest economies and is the only state to
receive an A-rating from Standard & Poor’s (Renewable Corridor
Development Authority [RECODA] 2014). Located in Bintulu of the
Sarawak state, the premier energy town of Malaysia, BDA is a represent-
ative local government, a prevalent form of governmental institution,
which can reflect the state of practicing CSR in the areas in Malaysia.
To strengthen the analytic generalization of this research and to
lessen the critical of disadvantages in limiting the research sample, the
author also conducted online information and secondary data analyses
on five representative city councils in the world to find out the com-
monalities of their CSR and social practices with BDA. The city coun-
cils are, namely Hong Kong District Councils, Vancouver City Council,
London Councils, Sydney City Council, and New York City Council.
The author believes that the findings of this CSR research can be repli-
cated in other local governments.
What constitutes wealth creation remains an enigma when a firm is
deeply intertwined with the social milieu. It seems that the current chal-
lenging global economy can sound difficult for the firms to implement
CSR programs, not linked to their overall business strategies and profit
creation goals. This exploratory CSR study shows that by adhering to
good corporate citizen practices, the commitment to practice CSR as an
organizational core routine can be of value to the firms for demonstrat-
ing uniqueness that generates a form of corporate sustainability with
broader societal acceptance. It also informs the ongoing debate on the
strategic role of CSR, and highlights how governmental agencies adopt
CSR by providing novel descriptive data in the areas. This can be an
important first step for the subsequent large-scale quantitative research.
1 Introduction
7
Sparks pulled off the harness and swung about to look at George
Belding.
“Is that about what you heard?” he demanded.
“Yes, sir. At least, in part.”
“Well, hang it all!” cried Sparks. “That’s a still newer combination.
It’s neither ‘Colodia’ nor ‘help.’ I tell you it beats me, George.”
When Belding left the wireless room he took with him the piece of
paper on which Sparks had written. The letters in combination
seemed to mean nothing; but he showed them to Whistler and Al
Torrance when he found those two chums together.
“Looks like one of those puzzles they have on the back page of
the papers at home,” said Al. “You know: The ones you are
supposed to fill in with other letters to make ’em read the same up
and down and across.”
“This is no acrostic,” said Belding firmly.
But Whistler stared steadily at the paper for some minutes without
saying a word. Only his lips slowly puckered, and Al nudged him to
break off the thoughtful whistle which he knew his chum was about
to vent.
“Huh? Oh! All right,” murmured Morgan, accepting Al’s admonition.
“What do you see?” asked Belding.
“I see that it is the same word each time, of course,” replied
Whistler. “But I don’t believe my eyes.”
“What’s that?” demanded the other two boys.
“If the ghost of the air,” said Whistler gravely, “did not spell out the
name of this destroyer this afternoon, it certainly did try to put over
the name of another ship.”
“Wow!” exclaimed Al. “Tell us.”
“What ship do you mean?” asked Belding, scowling thoughtfully at
the paper.
Quickly Whistler covered the letters on the sheet as, with his own
pencil, he filled in the gaps between them. When he flashed the
sheet before the eyes of his two friends each of the lines of letters
made the same word. And that word was:
“REDBIRD”