Corporate social responsibility in a multinational enterprise: a new DNA for business

This aim of this study is to investigate the corporate social responsibility (CSR) practices of a multinational enterprise (MNE) in Malaysia that received an award from the Government, the "Prime Minister's CSR Award" ( a well-recognised CSR award in Malaysia), due to its outstanding CSR practice.We chose this company because of prior literature finding that MNEs in developing countries were more involved in philanthropic acts.In our case, we found that the CSR initiatives are embedded in the company's business daily activities.As explained by its CEO: "To us, corporate responsibility is part of [a] company's DNA; it's very driven notion.We strongly adhere to the business philosophy of "doing great while doing good", that is, keeping the principles of responsibility on our radar screen as we strive for excellence in our business"