The involvement of telecommunication industry in the road to corporate sustainability and corporate social responsibility commitment

Abstract

The study analyzes the importance of corporate social responsibility (CSR) for corporate sustainability through business image risk, taking into consideration the stakeholders and corporate image and reputation under different management of CSR commitment of Chinese telecommunication industry. From 154 respondents selected from Chaoyang and Haidian, two of the largest district in Beijing, China, in a survey, the study relied on company's internal and external CSR practices as the framework. The results proved that the presence of CSR practices in relation to business strategies had a significant impact on business image revalorization with employees and customers. It also found that adherence of CSR creates an internal dynamic to the company's internal image and as a strategy makes it possible to provide a positive image towards the customers' external image. This paper has implications for various audiences such as employees and customers and can help businesses better understand the significance of adopting constructive CSR initiatives.