JOURNAL:The Proceedings of the 3rd ICADA 2014. Pages 420-442
A selected public university in Thailand has employed corporate social responsibility (CSR) in its strategic development plan to foster their external relations performance, since CSR is a key performance indicator (KPI) of the university. Therefore, this exploratory study, which is treated as an initial and pilot project into CSR at Thai universities, focuses on the classification and clarification of the characteristics of the campus’ CSR activities in 2011- 2013. The data were collected from the reports which were documented by the school and publicly accessible. Subsequently, the data were analyzed and interpreted by typological qualitative analysis. The findings reveal that the CSR projects were classified and clarified mainly by the nature of the target audience, while their impacts were not clearly identified even though the projects were announced to the public as being successful. Implications of this study include suggestions for the implementation of more sustainable development practices by the organizations and their stakeholders.
KEYWORDS: Corporate social responsibility, corporate communication, strategic development plan, sustainable development, Thai public university