Nottingham University Business School
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Gabriela Gutierrez Huerter O

BSc Hospitality Management MSc Corporate Social Responsibility

Room: B34 (South Building)
Tel: +44 (0) 115 8466378

Current Status: Completed
Year of Registration: 2012
Expected Completion Date: /09/2015

Primary Funding Source:
ICCSR Scholarship

Research Topic:
The transfer of corporate social responsibility within a multi-national corporation: A Multi-level Study

Research Details:
Crisis, scandals and environmental catastrophes such as Exxon Valdez, Bhopal and the Sandoz Rhine, have raised society's suspicion about the social and environmental implications of businesses. For Multinational Companies (MNCs) operating in developing countries, this pressure will intensify with on-going discussions confronting the ideas that MNCs may improve the social and environmental situation or, the opposed view, that they may only take advantage of the weak social and environmental standards of the developing countries.
The corporations, facing the growing demand to demonstrate the sustainability and transparency of their business, have embraced the publication of corporate communications, particularly the disclosure of Corporate Social Responsibility (CSR) reports.
Previous empirical research in sustainability reporting shows a trend of continuously increasing CSR reporting (Kolk, 2003) across developed countries and across the largest multinationals in the world. According to KPMG's 2011 survey of CR reporting, ninety-five percent of the 250 largest companies in the world now report on their corporate responsibility activities (KPMG, 2011). Nevertheless, this and other academic studies provide only a partial picture because they are based on the reports issued in the home country of MNCs but do not provide further detail in terms of the accountability for the MNCs' operations in other countries such as Mexico.
For instance, it has been shown that although not being the country with the highest level of CSR reporting, the US has shown a continued increase in the adoption of the practice. This research is interested to further explore whether American MNCs which actively produce sustainability reports, also follow this behaviour when operating abroad, particularly in Mexico. As such, this work aims to move beyond the traditional explanatory factors such as industry type, size and turnover that explain why MNCs report. Instead, this research aims to clarify the existing tension of whether the MNC and its subsidiary follow a market strategy according to which, the adoption of the practice will only take place when it is a source of competitive advantage or whether they confer value to the pressures from the environment in particular the local host country and thus, adopt the practice as a way to gain legitimacy.

Research Supervisor/s: Stefan Gold, Jeremy Moon and Wendy Chapple

Division: Management

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