ABSTRACT
This chapter aims to reconceptualize and challenge the variety of corporate social responsibility (CSR) and CSR communication across cultures from global and local to glocal challenges of multinational corporations (MNCs) in adapting global CSR missions to local contexts. In this chapter, the authors define “glocal” CSR communication as a need to adapt the global business strategies to make an impressive meaning and to actively engage the stakeholders in the local contexts by using a number of communication tools and techniques. This chapter is organized into three sections. First section provides an overview of how CSR and CSR communication have been defined and how these definitions have the foundation in Western conceptualizations and paradigms. Second section examines the role of culture as an antecedent of CSR communication, including Hofstede's cultural dimensions at the national level and the implications for multinational corporations (MNCs). Third section focuses on how MNCs adapt their CSR policy and engage internal and external stakeholders in the CSR communication activities in the local context. Specifically, the case of Starbucks in the context of Thailand has been offered as an illustrative case to challenge the future of glocal CSR communication.
