A Case Study of the Efforts of Sunway Group (Malaysia) in Its Corporate Social Responsibility for the Post-Covid-19 Years Since 2022

Seng, Fan Fan (2024) A Case Study of the Efforts of Sunway Group (Malaysia) in Its Corporate Social Responsibility for the Post-Covid-19 Years Since 2022. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

Text SENG FAN FAN.pdf Restricted to Registered users only Download (752kB)

Abstract

In light of the COVID-19 epidemic, this research project examines the development and importance of corporate social responsibility (CSR), with a particular emphasis on the Sunway Group's sustainable CSR initiatives starting in 2022. As a "reputation insurance" strategy for Multinational Corporations (MNCs), CSR initially included employee relations, socially conscious production, and community involvement. But the pandemic has sparked a change in corporate social responsibility (CSR) practices that prioritise ethical values and stakeholder interests, changing corporate strategies. This study is to examine the Sunway Group's stakeholder engagement strategies in its corporate social responsibility (CSR) initiatives, analyse the effects of these strategies on stakeholders, and determine how well Sunway Group's post-COVID-19 CSR efforts correspond with the United Nation Sustainable Development Goals (UN SDGs). By employing a mixed-approaches strategy, the study blends qualitative and quantitative techniques, such as content analysis and in-depth interviews with a purposefully selected group of eight different stakeholders. The results show that throughout the pandemic, corporates improved stakeholder involvement by giving community support, health and safety, and moral business conduct top priority. The study also emphasises how the UN SDGs, which link corporate activities with sustainable development principles, and public expectations have led to an expansion in the scope of corporate social responsibility (CSR). This paper proposes a more integrated approach to CSR within business strategies and advances knowledge of the changing landscape of CSR. Through highlighting the significance of stakeholder theory, the study highlights the necessity for corporations to tackle social issues concurrently with financial goals, thereby cultivating a more sustainable and ethical corporate environment.