期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2018
卷号：8
期号：13
页码：1-10
DOI：10.6007/IJARBSS/v8-i13/4803
语种：English
出版社：Human Resource Management Academic Research Society
摘要：Corporate Social Responsibility has been discussed not only as volunteerily initiatives of the corporation to contribute to the community but also seen as an intervention effort in the process of developing a community. This paper will discuss the approach of community intervention of a CSR initiatives by a multinational corporation in Malaysia from the perspectives of the community involves. How the CSR project was perceived by the community in the context of community development is going to be analyzed. A total of 45 farmers involved with the company's CSR program were interviewed to explore their perspective on the CSR project. The research adopts a qualitative case study approach using thematic analysis on the interview data to gain an understanding of the phenomena under study. The study shows that the project is combining the Need-Based Approach of Community development with Assets Based Community Development in executing the CSR project for the community. These approaches have assisted in sustaining the CSR project in the community in the effort of the corporation to contribute to the community.
