Associate Professor, (Communication), Shanti Communication School, Ahmedabad, (India) E-mail: ruchishuk@gmail.com; ruchi@scs.edu.in
Online published on 23 January, 2017.
To analyze the CSR reporting of the Indian companies operate in the Information and Technology (IT) sector in India and to compare them with the MNCs operating in the same sector.
Annual reports are used as a medium of communication and content analysis is employed to analyze the focus and intensity of CSR communication. Annual reports of 100 companies operating in the IT sector were examined.
Both Indian and the MNCs target and lay importance to similar group of stakeholders for their CSR communication but the area of focus for the specific stakeholder varies. For the Human Resource the MNCs address quality of work life more while the Indian companies focus upon the monetary benefits provided. Similarly for customers the focus of the MNCs s the quality of product while the Indian companies focus upon the price as a parameter. Indian outperform the MNCs in their environment related disclosure while society as a stakeholder is least attended to through CSR communication made through annual reports.
The paper considers annual reports only and no other medium of CSR communication. The study is limited to the companies operating in the IT sector only.
A comparison of the Indian companies and the MNCs on similar parameters has not been explored and therefore the results help bring out the communication strengths and weakness of the Indian companies and the MNCs.
Corporate Social Responsibility, CSR Communication, Annual Reports, Content Analysis, Information and Technology Sector, Indian Companies, MNCs
