Tìm hiểu nhận thức và các yếu tố ảnh hưởng đến nhận thức của các cấp quản lý ở ngành xây dựng về trách nhiệm xã hội báo cáo tổng kết kết quả đề tài khcn cấp trường msđt t qlcn 2013 64

BM23/KHCN-08 ĐẠI HỌC QUỐC GIA TP HCM TRƯỜNG ĐẠI HỌC BÁCH KHOA O BÁO CÁO TỔNG KẾT KẾT QUẢ ĐỀ TÀI KHCN CẤP TRƯỜNG Tên đề tài: TÌM HIỂU NHẬN THỨC VÀ CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN NHẬN THỨC CỦA CÁC CẤP QUẢN LÝ Ở NGÀNH XÂY DỰNG VỀ TRÁCH NHIỆM XÃ HỘI Mã số đề tài: T-QLCN-2013-64 Thời gian thực hiện: 06/2013 đến 06/2014 Chủ nhiệm đề tài: ThS Lê Thị Thanh Xuân Cán tham gia đề tài: ThS Lại Văn Tài TS Trương Thị Lan Anh Thành phố Hồ Chí Minh – Tháng 03/2014 BM23/KHCN-08 Mẫu trang 1: Danh sách cán tham gia thực đề tài (Ghi rõ học hàm, học vị, đơn vị công tác gồm môn, Khoa/Trung tâm) ThS Lê Thị Thanh Xuân – Bộ môn Tiếp thị Quản lý – Khoa Quản Lý Công Nghiệp ThS Lại Văn Tài – Bộ môn Tiếp thị Quản lý – Khoa Quản Lý Công Nghiệp TS Trương Thị Lan Anh – Bộ môn Tiếp thị Quản lý – Khoa Quản Lý Công Nghiệp BM23/KHCN-08 TÓM TẮT Các nghiên cứu trách nhiệm xã hội doanh nghiệp (CSR-Corporate Social Responsibility) nước phát triển hạn chế Ngành xây dựng Việt Nam có nhiều scandals q trình hoạt động, cố dẫn đến câu hỏi trách nhiệm doanh nghiệp xây dựng Bài báo tìm hiểu CSR ngành xây dựng thông qua nhận thức nhà quản lý CSR Trong nghiên cứu này, định nghĩa CSR Carroll (1979, 1991) sử dụng để làm mơ hình nghiên cứu vấn trực tiếp nhà quản lý 09 doanh nghiệp xây dựng cách thức thu thập thông tin Kết cho thấy, Việt Nam quốc gia phát triển, nhà quản lý có nhận thức mức độ quan môi trường trách nhiệm doanh nghiệp Hơn nữa, nhà quản lý cho đóng góp cho xã hội doanh nghiệp, uy tín danh tiếng doanh nghiệp kỳ vọng xã hội Tuy có nhiều điểm nhận thức nhà quản lý CSR, họ khơng nhận thức cách đầy đủ có hệ thống Do đó, họ cần nhiều hỗ trợ từ nhà nước để áp dụng CSR hoạt động kinh doanh thực tế BM23/KHCN-08 ĐẶT VẤN ĐỀ Trách nhiệm xã hội doanh nghiệp (CSR) trở thành hoạt động cần ưu tiên hoạt động kinh doanh Số lượng công ty quan tâm đến CSR ngày gia tăng đáng kể Để doanh nghiệp áp dụng thống CSR vào chiến lược kinh doanh, điều quan trọng vai trị lãnh đạo việc truyền thông hoạt động CSR Hơn nữa, CSR xem “một việc cần ưu tiên lãnh đạo công ty” (Porter Kramer, 2006) Các lãnh đạo công ty áp dụng CSR hoạt động kinh doanh để làm thỏa mãn mong đợi khách hàng nhằm mục tiêu tăng thị phần, tăng sức mạnh thương hiệu, củng cố hình ảnh cơng ty, nâng cao lực công ty để thu hút trì khách hàng, giảm chi phí hoạt động, tăng hấp dẫn nhà tư (Kotler Lee, 2005) Tương tự, Paine (1996) cho rằng, doanh nghiệp cần phát triển phương pháp khác để phân tích thực thi định CSR CSR cần phối hợp hoạt động kinh doanh lựa chọn mang tính chiến lược nhà lãnh đạo, kết thu nguồn tài nguyên thời gian, lực tài chính, tài nguyên người (Waldman Siegel, 2008) Trong thực thi nhiệm vụ quản lý mình, lãnh đạo cơng ty, đặc biệt CEO hình thành văn hóa tổ chức giá trị tính cách cá nhân (Berson, Oreg cơng sự, 2008) Và, điều ảnh hưởng mạnh mẽ đến thức định thực CSR (Agle, Mitchell cơng sự, 1999) Nói cách khác, người lãnh đạo có ảnh hưởng quan trọng đến hoạt động tổ chức (sự ảnh hưởng sau ảnh hưởng người chủ công ty) Người lãnh đạo hình thành giá trị tổ chức việc xây dựng đặc tính cơng ty thông qua học giá trị đạo đức (Ciulla, 1999) Vai trị người lãnh đạo có ảnh hưởng đặc biệt quan trọng đến việc áp dụng CSR vào hoạt động kinh doanh với mục tiêu tối đa hóa lợi ích cho cổ đông (Waldman Siegel, 2008) Hơn nữa, ảnh hưởng khơng tác động đến nhân viên, mà cịn đến đối tượng hữu quan khác khách hàng, nhà nước cộng đồng (Berson, Oreg cộng sự, 2008; Waldman Siegel, 2008) Mặc dù CSR nghiên cứu từ lâu quốc gia phát triển, nghiên cứu quốc gia phát triển cịn hạn chế Đặc biệt, khơng có nhiều nghiên cứu tìm hiểu nhận thức nhà quản lý CSR Ở Việt Nam, thời gian gần đây, CSR thu hút nhiều quan tâm ý Năm 2005, diễn đàn CSR Việt Nam (http://www.csrvietnamforum.net) hình thành để cung cấp thơng tin BM23/KHCN-08 CSR cho doanh nghiệp Năm 2008, cố công ty Vedan xả nước thải chưa xử lý sông Thị Vải lại dấy lên câu hỏi cộng đồng trách nhiệm với xã hội môi trường doanh nghiệp Các nghiên cứu CSR Việt Nam hạn chế Đặc biệt, đến nay, chưa có nghiên cứu tìm hiểu nhận thức nhà quản lý CSR Nghiên cứu khảo sát ngành xây dựng Có số lý dẫn đến việc chọn ngành xây dựng để thực nghiên cứu Lý thứ ngành xây dựng phát triển nhanh năm gần lên ngành cơng nghiệp quan trọng có đóng góp lớn cho phát triển Việt Nam (Quan, 2010) Hơn nữa, vai trị ngành xây dựng cịn phủ đề cao, có ảnh hưởng lớn đến kinh tế Việt Nam lực lượng lao động (Bộ, 2009) Ý thứ hai giới hạn hoạt động quản lý dự án xây dựng dẫn đến chất lượng cơng trình kém, tai nạn lao động, tượng tham nhũng (Bộ, 2009; Ling, Phạm cộng sự, 2009) Lý cuối ngành xây dựng có ảnh hưởng lớn đến đời sống ổn định xã hội (Murray Dainty, 2009) Nghiên cứu giúp bổ sung vào lý thuyết CSR quốc gia phát triển cách tìm hiểu nhận thức CSR nhà quản lý Việt Nam Nhận thức nhà quản lý doanh nghiệp ngành xây dựng Việt Nam lựa chọn làm đối tượng nghiên cứu đề tài nhằm bắt đầu bước khám phá việc nghiên cứu CSR theo chiều sâu nhận thức Việt Nam Nghiên cứu nhận dạng đánh giá nhà quản lý vai trò nhà nước hiệp hội nghề nghiệp việc hỗ trợ công ty xây dựng áp dụng CSR vào hoạt động kinh doanh Việc tìm hiểu nhận thức cá nhân người quản lý CSR cung cấp tranh tổng thể CSR hiểu biết họ, cung cấp nguồn thông tin tham khảo cho quản lý cấp ngành nhà nước tong việc ban hành sách quy định luật lệ hoạt động thực tế CƠ SỞ LÝ THUYẾT 2.1 Mơ hình CSR Carroll Trong nghiên cứu thực năm 1979, Carroll thống mặt liên quan CSR phát biểu thành định nghĩa bao gồm tất loại trách nhiệm mà doanh nghiệp phải thực để thỏa mãn mong đợi đối tượng hữu quan Định nghĩa bao gồm trách nhiệm kinh tế, trách nhiệm pháp lý, trách nhiệm đạo đức trách nhiệm nhân BM23/KHCN-08 2.1.1 Trách nhiệm kinh tế Theo Carroll (1979 , 1991), để tồn thị trường cạnh tranh cao, doanh nghiệp – “những đơn vị kinh tế bản” - phải tạo lợi nhuận Do đó, dễ dàng để thấy “tạo lợi nhuận” trách nhiệm quan trọng mà doanh nghiệp phải thực để thỏa mãn chủ sở hữu doanh nghiệp Các hoạt động “tạo lợi nhuận” bao gồm tối đa hóa cổ tức, củng cố vị cạnh tranh thị trường, hay hoạt động với hiệu cao 2.1.2 Trách nhiệm pháp lý Theo Carroll (1979, 1991), hoạt động thuộc trách nhiệm kinh tế phải hồn thành khn khổ pháp luật Trách nhiệm pháp lý trách nhiệm nên tảng trách nhiệm kinh tế xác định nhà nước – quan đại diện cho cộng đồng toàn dân (Dalton Cosier, 1982) 2.1.3 Trách nhiệm đạo đức Theo Carroll (1979), có nhiều vấn đề gây tranh cãi dư luận cộng đồng hành vi hoạt động thuộc phạm vi pháp lý hay đạo đức Tuy nhiên, trách nhiệm đạo đức xuất phát từ “các giá trị chuẩn mực xuất hiện” (Theo Carroll, 1991, trang 41) khơng thực cần thiết văn hóa vào luật lệ hay quy định (Carroll 1991, 1998) Cũng khơng văn hóa thành luật, trách nhiệm loại không bắt buộc lại đối tượng hữu quan mong đợi chuyển thành trách nhiệm pháp lý tương lai 2.1.4 Trách nhiệm nhân Trách nhiệm nhân yêu cầu doanh nghiệp trở thành công dân tốt xã hội (Carroll 1979, 1991) Loại trách nhiệm không bắt buộc, không quy định văn luật, không xem hoạt động thuộc phạm vi đạo đức CSR không giới hạn hoạt động từ thiện, nhân Các trách nhiệm nhân số trách nhiệm doanh nghiệp Tóm lại, định nghĩa CSR Carroll (1991) cung cấp khái niệm bao quát đầy đủ doanh nghiệp có trách nhiệm Các trách nhiệm doanh nghiệp bao gồm cố gắng tạo lợi nhuận, hoạt động khuôn khổ luật pháp, cư xử có đạo đức, cơng dân tốt Do tính bao quát đầy đủ khái niệm CSR, nghiên cứu chọn sử dụng định nghĩa để hình thành câu hỏi vấn, phát triển khung phân tích liệu BM23/KHCN-08 2.2 Các nghiên cứu CSR Việt Nam Q trình rà sốt nghiên cứu Việt Nam cho thấy, có nghiên cứu sách CSR Việt Nam Nghiên cứu CSR Việt Nam thực năm 2004 Sau thực chương trình hỗ trợ kỹ thuật “CSR Việt Nam”, báo cáo Bộ Lao Động-Thương Binh Xã Hội thực hiện, với tài trợ Ngân Hàng Thế Giới Sau báo cáo này, Trung tâm Pháp Việt (Centre Franco – Vietnamien de Formation A la Gestion) thực chuỗi nghiên cứu CSR xuất năm 2008 Các nghiên cứu Việt Nam chủ yếu giới hạn vấn đề lực lượng lao động, quan hệ lao động, môi trường (Chinh 2008, Hương 2008a 2008b, Nhu 2008) Từ vấn đề nghiên cứu nói CSR Việt Nam nhận thức tốt hơn, chưa bao quát hết khía cạnh CSR Hơn nữa, thông tin CSR Việt Nam từ “Diễn đàn CSR Việt Nam” ghi nhận từ mối quan hệ doanh nghiệp đối tượng hữu quan, tập trung vào vấn đề lao động mơi trường, vai trị doanh nghiệp việc tạo lợi ích kinh tế xã hội cho đối tượng hữu quan Một đặc điểm chung nghiên cứu nghiên cứu tập trung vào khảo sát sinh viên ngành quản trị để đánh giá nhận thức họ khái niệm CSR hoạt động CSR (Thang 2008) Các kết nghiên cứu “CSR gần khái niệm đến Việt Nam” CSR không dạy giới thiệu cho sinh viên ngành quản lý hay kinh doanh Theo kết khảo sát này, hoạt động từ thiện doanh nghiệp xem hoạt động CSR Dựa vào tổng quan lý thuyết CSR Việt Nam kết luận CSR khái niệm xuất hoàn toàn chưa hiểu áp dụng rõ ràng, xác, quán định doanh nghiệp Các nghiên cứu khảo sát thu thập thông tin từ sinh viên Các nghiên cứu có đối tượng tham gia nhà quản lý hạn chế Phương pháp luận Mục đích nghiên cứu khảo sát nhận thức nhà quản lý CSR tìm hiểu mơi trường có ảnh hưởng đến nhận thức họ Do đó, phương pháp để thu thập số liệu hình thức vấn trực tiếp với nhà quản lý Các câu hỏi vấn xây dựng hiệu chỉnh dựa theo định nghĩa CSR Carroll (1979) Các câu hỏi nhằm tìm hiểu nhận thức CSR người quản lý, hiểu biết họ trách nhiệm mà doanh nghiệp phải thực hiện, ý kiến BM23/KHCN-08 họ vai trò nhà nước hiệp hội nghề nghiệp Yếu tố quan trọng q trình vấn người tham gia vấn nói suy nghĩ, hiểu biết ý kiến họ cách tự nhiên Dựa vào mục đích nghiên cứu này, khía cạnh khác nhận thức nhà quản lý tìm hiểu theo chiều sâu Chính vậy, mẫu nghiên cứu không cần đại diện tất cấp quản lý Để đạt mục tiêu nghiên cứu, mẫu nghiên cứu chọn nhà quản lý cấp trung Q trình chọn mẫu nghiên cứu có u cầu tính đa dạng đầy đủ thơng tin (Boeije 2010) Do đó, cách lấy mẫu có mục đích lấy mẫu thuận tiện hai cách lấy mẫu phù hợp đê thu thập quan điểm khác người tham gia vấn (Miles Huberman 1994, trang 27) Để tiếp cận với đối tượng nghiên cứu phù hợp với yêu cầu, danh sách công ty nhà quản lý liệt kê trước tiếp cận thực Tuy nhiên, danh sách hiệu chỉnh liên tục q trình thu thập thơng tin Bất nhà quản lý người tham gia vấn giới thiệu bổ sung vào danh sách Nghiên cứu tập trung vào công ty xây dựng, đặc biệt công ty thi cơng – cơng ty có hoạt động có ảnh hưởng lớn đến xã hội Người tham gia vấn giám đốc dự án, trưởng phận, giám đốc công ty thành viên chín cơng ty tham gia khảo sát (xem bảng bảng 2) Nguyên nhân việc chọn nhà quản lý cấp trung quản lý cấp trung công ty xây dựng đối tượng phù hợp (Flick, Kardorff cộng 2004) Hơn nữa, nhà quản lý cấp trung người tách mục tiêu công ty thành mục tiêu nhỏ để thực (Bateman Scott 2011) Mẫu khảo sát không bao gồm nhà quản lý cấp thấp Trong ngành xây dựng Việt Nam, quản lý cấp thấp thường xun đổi việc, đổi cơng ty, đổi theo cơng trình; mẫu nghiên cứu khơng phù hợp Hơn nữa, vai trò nhà quản lý cấp thấp tổ chức, đặc biệt với vai trị thơng tin hạn chế (Jones George 2008) Chính vậy, nhà quản lý cấp thấp không đối tượng khảo sát nghiên cứu Bảng 1: Thông tin đối tượng tham gia khảo sát Quản lý Quản lý A2 Quản lý B2 Quản lý C2 Quản lý E2 Quản lý F1 Quản lý G1 Quản lý H2 Quản lý J1 Quản lý K2 Vị trí quản lý Giám đốc cơng ty thành viên Trưởng phịng dự án Giám đốc dự án Trưởng phòng nhân Giám đốc dự án Giám đốc dự án Giám đốc công ty thành viên Giám đốc dự án Trưởng phòng dự án Năm sinh 1956 1975 1982 1975 1979 1980 1956 1982 1975 Giới tính Nam Nam Nam Nữ Nam Nam Nam Nam Nam Số năm vị trí 16 1,000 250 94 Phân tích chủ điểm (thematic analysis) sử dụng để phân tích thơng tin giải câu hỏi nghiên cứu Theo Gibson Andrew (2009), phân tích chủ điểm có mục tiêu chính, bao gồm xác định đồng nhất, xác định khác biệt, xác định mối quan hệ Với mục tiêu này, phân tích chủ điểm hồn tồn phù hợp với mục tiêu nghiên cứu Kết nghiên cứu Nghiên cứu thực ngành xây dựng để tìm hiểu nhận thức nhà quản lý CSR Do đó, phần trình bày vấn đề có liên quan đến CSR xác định từ thông tin vấn Các vấn đề thể tất khía cạnh CSR từ nhận thức cá nhân nhà quản lý Phần bao gồm hai nội dung để trả lời câu hỏi nghiên cứu Thứ nhất, nhận thức nhà quản lý CSR bao gồm vấn đề xác định mơi trường, đóng góp cho xã hội, danh tiếng uy tín cơng ty, vấn đền liên quan đến tính kinh tế pháp lý, vấn đề đạo đức hoạt động nhân Thứ hai vai trò nhà nước hiệp hội nghề nghiệp việc khuyến khích doanh nghiệp vận dụng CSR vào hoạt động kinh doanh 4.1 Nhận thức quản lý CSR 4.1.1 Các vấn đề môi trường Một điểm đáng ngạc nhiên hầu hết quản lý tham gia nghiên cứu đề cập đến vấn đề môi trường vấn đề quan trọng BM23/KHCN-08 kinh doanh ngành xây dựng Khi hỏi họ nghĩ trách nhiệm xã hội doanh nghiệp (TNXH, tức CSR bài), quản lý đề cập đến môi trường, bao gồm môi trường làm việc, môi trường xã hội, môi trường sinh thái Một số người bàn đến việc cải thiện môi trường như: “… doanh nghiệp nào, sau thành cơng mức đó, mặt kinh tế phải quay trở lại phục vụ cho cộng đồng, đồng thời phải cải thiện cải thiện môi trường.” (Quản lý H2, kết vấn) Trong quản lý khác nhấn mạnh thi công, công trường xây dựng, công ty xây dựng khơng làm có ảnh hưởng xấu đến môi trường Theo suy nghĩ quản lý trẻ: “Trách nhiệm xã hội (TNXH) … việc làm khơng gây ảnh hưởng đến bên ngồi, người dân, mơi trường ” (Quản lý C2, kết vấn) Tương tự, quản lý khác chia sẻ ý kiến sau: “Mình phải có trách nhiệm thi cơng dự án tốt để đảm bảo không gây ảnh hưởng đến môi trường xung quanh.” (Quản lý G1, kết nghiên cứu) Một quản lý trẻ khác công ty xây dựng tư nhân nói rằng: “Nói chung, theo em, mà kinh doanh làm việc cố gắng giữ cho môi trường làm việc ln đẹp.” (Quản lý F1, kết vấn) 4.1.2 Đóng góp cho xã hội Đóng góp cho xã hội vấn đề thường xuyên nhắc đến vấn sau vấn đề môi trường Các quản lý thực nhận thức trách nhiệm phải đóng góp cho xã hội doanh nghiệp cá nhân – người làm việc doanh nghiệp Các quản lý nghiên cứu công ty đóng góp cho xã hội thơng qua hoạt động Các chủ điểm nhắc đến bao gồm “phục vụ cho phát triển xã hội”, “phục vụ cộng đồng”, “tạo lợi ích cho xã hội cách ảnh hưởng vơ hình”, “đóng góp cho xã hội” Các hoạt động khác đề cập để thể đóng góp cho xã hội công ty Các hoạt động CSR thể chủ yếu thông qua nỗ lực doanh nghiệp để góp phần tạo xã hội tốt 10 BM23/KHCN-08 Nhu, T V 2008, 'Efficiency of integrating corporate social responsibility and environmentally friendly technology's application: a case study of leading coal manufacture company in Vietnam', International vision, vol 12, pp 119-127 Paine, L S 1996, 'Moral thinking in management: An essential capability', Business Ethics Quarterly, vol 6, no 4, p 477 Porter, M E & Kramer, M R 2006, 'Strategy and Society - The link between Competitive advantage and Corporate Social Responsibility', Havard Business Review, vol December 2006, pp 78-92 Quan, A 2010, 'Development of the construction leading in production sector', VnEconomy, 06 July 2010, Thang, T T N 2008, 'Perception of corporate social responsibility in Vietnam', International vision, vol 12, pp 107-118 Waldman, D A & Siegel, D S 2008, 'Defining the social responsible leader', The Leadership Quarterly, vol 19, pp 117-131 23 BM23/KHCN-08 PHỤ LỤC - Bài báo đăng tạp chí Khoa học Đại học Mở TPHCM (phiên tiếng Anh) số (9) năm 2014 24 12 Journal of Science Ho Chi Minh City Open University - No 1(9) 2014 WHAT DO VIETNAMESE EXECUTIVES UNDERSTAND CORPORATE SOCIAL RESPONSIBILITY? Le Thi Thanh Xuan, Lai Van Tai, Truong Thi Lan Anh School of Industrial Management Hochiminh University of Technology, Vietnam lttxuan@hcmut.edu.vn (Received:16/09/2013; Revised: 06/12/2013; Accepted: 20/01/2014) ABSTRACT The Corporate Social Responsibility (CSR) literature in developing countries is seriously meager This paper explores CSR in the Vietnamese construction industry which has faced many scandals and directed attention toward the question of the responsibilities of these businesses The study employs the CSR definition documented by Carroll (1979; 1991) to develop a framework for exploring executives’ perceptions towards CSR Using Carroll’s CSR pyramid and adopting in-depth interview as a method to collect data, the study critically examines the personal understanding of managers in nine companies in the construction industry The findings show that although Vietnam is a developing country, managers are aware of the significance of environmental issue as a responsibility that businesses must address Moreover, the managers also believe that corporate contributions to society, and corporate reputation and prestige, are expectations of society Despite many breakthroughs in executives’ understanding of CSR, they are not sufficiently and systematically aware of CSR and need a stronger supports, such as issuing appropriate policies, from government in adopting CSR in real business practice Keywords: Corporate Social Responsibility, Perception, Awareness, Developing Country Introduction Corporate social responsibility (CSR) is now becoming a significant aspect that needs to be prioritized in business life The number of companies paying attention to CSR is increasing dramatically In order to adopt and integrate CSR in business strategies, it should be affirmed that the role of leaders in disseminating CSR initiatives are essential Moreover, CSR now is “an inescapable priority in a business leader” (Porter and Kramer 2006) Leaders adopt CSR in business to satisfy consumer expectations in order to achieve increased sales and market share, strengthen brand positioning, enhance corporate image and clout, increase their ability to attract, motivate and retain employees, decreased operating costs, and increase appeal to investors and financial analysts (Kotler and Lee 2005) As well, businesses need to develop methods to analyze and implement CSR decisions (Paine 1996) CSR should be incorporated in business as a strategic choice made by the leaders and it will return for allocated resources, such as time, financial or human capital (Waldman and Siegel What vietnamese executives understand corporate social responsibility? 2008) While executing responsibilities, leaders, especially CEO, aim to shape the culture of the firm by their own values and characteristics (Berson, Oreg et al 2008) which significantly impact the manner of decision making and CSR undertakings (Agle, Mitchell et al 1999) In other words, the leader will have a significant influence on the organizational life which is only secondary to the influence of the owners of the business The leader will shape the values of the organization by building up its characteristics with ethical lessons and moral triumphs (Ciulla 1999) The role of the leader is crucially concerned to the point that he/she can adopt CSR in business for the main purpose of maximizing the benefit of shareholders (Waldman and Siegel 2008) Moreover, this influence not only affects employees but also other stakeholders, such as consumers, government and community (Berson, Oreg et al 2008; Waldman and Siegel 2008) Although CSR has a long history in developed countries, its literature in developing countries is still meager There are not many studies investigating managers’ understanding of CSR In Vietnam, CSR has recently been receiving much attention In 2005 the CSR Vietnam forum (http://www.csrvietnamforum.net) was initiated in order to provide CSR resources and information for businesses In 2008, the scandal of the Vedan Company which discharged a large amount of untreated sewage into the Thi Vai River raised serious concerns in the neighboring communities and throughout the country about the social and environmental responsibilities of business Research on CSR in Vietnam has been seriously limited In particular, there is no research on how Vietnamese managers perceive CSR This study is conducted in the 13 construction industry To justify selecting the construction industry as the focus of this research, there are some salient factors First, the construction industry has developed rapidly in recent years and has emerged as an important sector contributing significantly to the development of Vietnam (Quan 2010) Its critical role has been promoted by government and has heavily influenced Vietnam’s economy as well as the employed population (Bo 2009) Secondly, the limitations of many aspects in operating and managing projects lead to the poor quality in construction projects, workplace accidents, and corruption (Bo 2009; Ling, Pham et al 2009) Lastly, the construction industry impacts heavily on the societal and stakeholders’ environment and well-being (Murray and Dainty 2009) This study will help address the gap in CSR literature in developing countries It examines the perceptions of Vietnamese managers in the construction industry toward CSR This study also examines managers’ perceptions about the role of government and professional associations in encouraging construction companies to adopt CSR practices in their operations This study is significant in providing a detailed picture of CSR in the mind of practicing managers Therefore, it will provide the guidance for the construction industry and government in issuing policies and setting rules in practice Literature Review Carroll’s CSR conceptualization In his 1979-study, Carroll (1979) integrated all relevant aspects of CSR and articulated a definition to cover the whole responsibilities that business have to respond in order to satisfy stakeholders’ expectations This definition should include the economic, legal, ethical and discretionary responsibilities 14 Journal of Science Ho Chi Minh City Open University - No 1(9) 2014 Economic responsibilities According to Carroll (1979; 1991), in order to exist in a competitive market, business, which is defined as ‘the basic economic unit’, is required to be profitable Therefore, it is easy to recognize that profitmaking a crucial obligation that a business has to satisfy its owners in maximizing earning per share, maintaining a strong competitive position and a high level of operating efficiency Legal responsibilities Economic missions should be fulfilled within the framework of the law (Carroll 1979; 1991) These responsibilities are as fundamental as the economic responsibilities are (Carroll 1991) and determined by the public or government who is representative for the public (Dalton and Cosier 1982) Ethical responsibilities There are many issues that are still debated by the public as to whether they are ethical or legal (Carroll 1979), and new ones may emerge Hence, ethical responsibilities are derived from ‘newly emerging values and norms’ (Carroll 1991, p.41) and are not necessarily documented in laws or requirements (Carroll 1991; 1998) Because of not codifying these into law, such obligations are not compulsory but they are stakeholders’ concerns and may move to the legal responsibility category at a future time Philanthropic responsibilities CSR is not restricted to philanthropy These philanthropic duties are only one of business’s responsibilities This category of responsibility is not mandatory, not framed into law, not considered as ethical activities; but it is what business does to be a good citizen (Carroll 1979; 1991) In summary, Carroll’s CSR definition offers a comprehensive understanding about a responsible business that should try to make profit, operate within the domain of the law, behave ethically and be a good corporate citizen Because of its comprehensiveness, this study will employ this definition to formulate the interview questions and to develop the framework for data analysis Research on CSR in Vietnam There is little scholarly and policy literature on CSR in Vietnam The pioneering study on CSR in Vietnam was undertaken in 2004 This report was performed by Ministry of Labor-Invalids and Social Affairs, after the program of technical assistance “CSR in Vietnam,” and supported financially and technically by the World Bank (Institute of Labour Science and Social Affairs 2004) After this report, a series of studies conducted by Centre Franco – Vietnamien de Formation A la Gestion was published in 2008 Examining these studies, it is apparent that they have limited their research to workforce issues, labor relations, and environmental concerns (Chinh 2008; Huong 2008a; Huong 2008b; Nhu 2008) Since those studies, it can be said that CSR in Vietnam has been better understood as it raised awareness of such concerns Additionally, the understanding about CSR provided by “Vietnam Forum on CSR” is noted in terms of the relationship between corporate and multi-stakeholders, the focus on labor and environment issues, and the role of corporations in economic and social benefits of stakeholders One characteristic of most of these studies is that, unlike the research proposed here, there was a survey targeting management students in order to assess their perception about the CSR concept and CSR activities (Thang 2008) The study findings asserted that CSR “is a nearly unknown concept in Vietnam” and CSR is not taught or What vietnamese executives understand corporate social responsibility? introduced to business students According to the survey results, corporate donations are considered as the main activity of CSR Based on the literature on CSR in Vietnam, it can be concluded that CSR is an emerging business concept that has not been clearly understood and implemented, that research involving the participation of local managers is limited, and many of the reported perceptions about CSR, even though they might reflect those of managers, are largely drawn from student sample data Methodology The main purpose of the study is to investigate managers’ perceptions of CSR as well as evolving context affecting their perceptions Therefore, the main method to collect data is in-depth interview with managers Based on CSR definition of Carroll (1979), semi-structured interview questions are proposed Those questions are to investigate mangers’ awareness of CSR, their understanding of responsibilities a company must fulfill, and their view of the roles of government and professional associations The salience of interviewing is to let informants talk freely about their thinking, understanding and opinions According to the needs of this study, various aspects of managers’ understanding and perceptions, but not necessarily representativeness of all managers, need to be explored To achieve this purpose, the sample must be chosen broadly in middle management level This means that the sampling inquiries must result in being able how to collect a wide range of information (Boeije 2010) Therefore, purposive and convenience 15 sampling is the most appropriate one supporting to collect different viewpoints of informants (Miles and Huberman 1994, p.27) To approach appropriate respondents, a list was prepared However, the list of interviewees was supplemented, when new and appropriate ones were recommended by other interviewees This study focuses on construction companies, especially on contractor corporations whose operations have a large impact on the society The informants are middle managers, such as project managers, heads of project department or managers of sub-companies of nine construction companies (see table and 2) The argument for this selection is that those managers occupy the positions in the construction companies appropriate to be informants (ed Flick, Kardorff et al 2004) Furthermore, middle managers are the ones breaking corporate objectives into smaller targets (Bateman and Scott 2011) The sampling did not consist of front-line managers In the construction industry in Vietnam, front-line managers have a high turn-over rate; changing jobs, projects and employers frequently, thus making it difficult to conduct appropriate and effective sampling of this group In addition, front-line managers have a more limited role in the organization, especially with regard to their informational role (Jones and George 2008) As such, while it would be worthwhile to include frontline managers so as to be able to compare their perceptions with those of senior and middle managers, the pragmatic difficulties in doing so ruled this option out for the research 16 Journal of Science Ho Chi Minh City Open University - No 1(9) 2014 Table Demographic information of interviewees Manager Position Age Gender Years in management position Manager A2 Head of subsidiary 1956 Male 16 Manager B2 Head of project department 1975 Male Manager C2 Project manager 1982 Male Manager E2 Head of HR department 1975 Female 1,000 Company J Joint-stock Contractor 250 Company K Joint-stock contractor 94 Eventually, thematic analysis is employed to address the research questions According to Gibson and Andrew (2009), thematic analysis serves three main aims, including examining commonality, examining differences and examining relationships With those aims, thematic analysis fits the research purposes properly Research findings This research is undertaken in the construction industry in order to investigate what managers’ understanding of CSR Therefore, in this section, identified CSR-relating issues are presented It is necessary to figure out all aspects in informants’ talking about CSR from their personal views The section is structured with two key parts addressing the research objectives First is about managers’ awareness of CSR Identified issues include environmental issues, contribution to the society, corporate reputation and prestige, What vietnamese executives understand corporate social responsibility? economic and legal issues, ethical issues and philanthropic issues Second is about the roles of government and professional associations in encouraging businesses to adopt CSR in their operations Managers’ awareness of CSR Environmental issues Surprisingly, most of informants did mention about the environmental issues in their talks as one of important issues in doing business in the construction sector When asked about what they think of CSR, interviewed managers talked about the environment, including working environment, social environment or general environment Some of them discussed about improving the environment by saying “any enterprise, in term of economic aspect, has to return to serve community by improving environment” (Manager H2, research interview, 2011) While others highlighted that construction companies in their execution or in their sites should not anything having bad influence on environment As expressed by a young manager “I think CSR is … what we have done don’t have bad influence on environment …” (Manager C2, research interview, 2011) A similar opinion shared by other manager is “I think it needs to perform a project in the best way to make sure that there is no bad effect on the environment” (Manager G1, research interview, 2011) A very young manager in a private construction company mentioned that “when doing business, we have to try to keep working environment tidy …… we have the responsibility to environment sanitation” (Manager F1, research interview, 2011) Contribution to the society Contribution to the society is the next frequently-mentioned issue in interviews Managers actually perceive about the responsibility of contributing to society 17 of companies and of individuals who are working in those companies Managers in sampling state that a company through its operation must contribute something to society Emerged terms are “serve social development”, “serve community”, “make benefit by intangible effects”, and “contribution to the society” Different activities are mentioned to express how a company contributes to society The CSR interventions are mainly expressed by successes of businesses to make a better society in quality of life, infrastructure, urban aesthetics, or social assets As articulated by a manager in a large construction corporation “it contributes to develop infrastructure not only for the company, but also for the society” (Manager E2, research interview, 2011) Or, a manager explains a construction company’s contribution with its intangible benefits to society “… people can admire projects, such as the highest building in Hochiminh city in Ham Nghi street … it is a kind of benefits … a benefit of …” (Manager B2, research interview, 2011) Some managers explicate that in practicing CSR, paying tax as much as they can is also a way to contribute to society and community A young project manager in a large construction company expresses his view “Doing a profitable business can contribute to society through paying tax A developed government will push society develop” (Manager C2, research interview, 2011) Although most of respondents believe that this responsibility is of companies, there are ideas about their personal efforts also being devoted to society and community through the operation of their companies It is highlighted, from their view, in professional aspect to perform their occupation to provide the best products An aged manager indicates that “responsibilities of the company and 18 Journal of Science Ho Chi Minh City Open University - No 1(9) 2014 individuals are to perform our professional major to meet the requirements of society and it is improved gradually in order to provide society with the best products Those are the responsibilities for society In term of responsibility in major of each employee, it must be better gradually That is my responsibility for society in professional aspect.” (Manager A2, research interview, 2011) Corporate reputation and prestige One issue that most of interviewed managers mention when talking about CSR is corporate reputation and prestige They include building reputation and prestige as a responsibility that companies have to fulfill to respond to society and community’s expectation An aged manager asserts that “At the beginning, they don’t have awareness of responsibilities However, gradually, to a certain time, they feel that … that … that … they need to perform in that way Responsibility is to build a prestige brand for the company That needs to be done.” (Manager H2, research interview, 2011) Similarly, a young manager highlights with his thinking “because our company wants to become a prestige contractor, not only in Vietnam but also in the foreign market in the near future” (Manager F1, research interview, 2011) Other significance in doing business is quality control because it affects much corporate reputation and prestige As expressed by a manager in a joint-stock company, “In execution, it needs to be checked to control quality, not let … avoiding such and such problems influence quality of project, and company’s prestige.” (Manager C2, research interview, 2011) Economic and legal issues Consistently with the CSR pyramid of Carroll (1991), economic and legal issues are recognized by all interviewed managers as the first two obligations of companies All respondents assert that economic issue is an extremely cardinal responsibility of a company because it is the basic purpose when running a business There is even an opinion about the only responsibility of making profit in the early days of a company However, they understand and describe responsibilities relating to economic aspect in different ways In their views, economic responsibilities manifest in a variety of activities, such as making jobs and guarantee employment for employees, making profit, offering effective operation, providing goodlooking and quality products, and success in business Majority middle managers emphasize companies’ duty of making profit As expressed by a manager “Effective operation is a responsibility, exactly It is because, broadly speaking, doing business must be profitable” (Manager C2, research interview, 2011) Or similar thinking is articulated by another manager, noting that “being a profitable business can be considered as responsible for society” (Manager J1, research interview, 2011) Other mostlyconcerned issue is making job, guarantee employment, improving working life for employees One manager states, “I think, a business must guarantee employment for its employees… because if they have their jobs, they can earn money, they will live better.” (Manager G1, research interview, 2011) The quality of construction products is also mentioned by managers when talking about economic aspect As highlighted by an engineer-manager in a design and consulting company “responsibilities of a company and individuals are to perform our professional major to meet the requirements of society and it is improved gradually in order to provide society with the best products” What vietnamese executives understand corporate social responsibility? (Manager A2, research interview, 2011) or by a manager in a contractor “Doing profitable business means … building up many projects which are good-looking and quality products” (Manager C2, research interview, 2011) Regarding legal issue, they all perceive its significance Some even link legal responsibilities to the competition in market; therefore, to survive, companies must strictly follow and obey relating rules, regulations and laws Majority of interviewed managers confirm that companies are not allowed to anything wrongly and they must be transparent, to wit: construction companies have to be aware of and properly perform any requirements from government, industry or any relating agencies as ground rules When asked about a company’s responsibilities toward society, a young manager of a contractor expresses his understanding as “I think, a company must its business legally, clearly, and transparently…” (Manager J1, research interview, 2011) Or, other manager articulates “The construction industry has its contribution to the society not only in the use of production, but also in following strictly the rules and requirements For example: buying insurance for surrounding areas.” (Manager K2, research interview, 2011) There is a manager who even explains CSR as not breaking laws when running business, noting as “Trying not breaking laws and requirements is practicing CSR, because if anything happens, the company goes bankrupt” (Manager H2, research interview, 2011) Professional standards which are applied in construction majors are also categorized in legal aspect because respondents note them as extremely pivotal requirements One manager indicates “… we may adopt American standards, or Britain or Japanese standards … but it must ensure strictly following Vietnamese 19 standards For example, to this project, we are adopting American standards … all drawings … but these standards must satisfy those of Vietnam and all have to obey strictly laws and legal requirements There is nothing out of laws, even designing a beam, or a slab …” (Manager A2, research interview, 2011) Ethical issue When asked about even if there are any responsibilities not documented in laws, but expected by society, majority of participants mention regarding occupational conscience, professional ethics and business ethics, even a company or individuals According to their understanding, the issue of how those terms are understood depends much on each company, each individual, because “Legal documents are an issue, but applying is another issue, to wit: a document can be understood in many ways … It is beyond laws, rules and regulations” (Manager A2, research interview, 2011) Under the umbrella of CSR, ethical responsibilities are somewhat “are expected or prohibited by societal members even though they are not codified into law” (Carroll 1991); and interviewed managers perceive the existence of those responsibilities When asked, a manager immediately talks about occupational conscience – “Actually, that conscience is not required by laws or construction requirements … Truly, it depends on each individual, each company It looks like …… how to say … looks like being responsible for your duties, never let bad practices … it looks like professional ethics It means that we it more carefully and better …” (Manager B2, research interview, 2011) Nevertheless, there is an aged manager not agreeing when asked about professional ethics or conscience In his view, all requirements are documented 20 Journal of Science Ho Chi Minh City Open University - No 1(9) 2014 legally and there is not more expectation Companies and individuals don’t need to consider what should or should not Philanthropic issue Without exception, participated managers describe CSR practices through charitable and voluntary activities, such as building charity house, offering scholarship funding As expressed by a manager, “practicing CSR is through taking partly profit to … building charity houses, or performing voluntary activities … That is duty a company needs to and … must That is duty besides professional responsibilities … Taking partly profit to and gathering people participating …” (Manager A2, research interview, 2011) In some managers’ view, philanthropy is an obvious part of CSR practices To answer the question of what CSR is, a young manager lists some activities, from his opinion, expressing CSR “performing CSR is to increase the working life and social life of employees, or doing philanthropic activities … CSR includes many things.” (Manager K2, research interview, 2011) Nevertheless, there are some managers who don’t agree that discretionary activities are businesses’ responsibility From their view, charitable practices are something that a company should if it has enough capabilities to fulfill As expressed by a manager, noting that “These activities are philanthropic, they are not corporate responsibility.” (Manager G1, research interview, 2011) There even is a manager highlighting that philanthropic activities only can be corporate responsibility, if it is stated in company’s mission “If so, in mission, company has to state … it will have to that issue, right? We will charitable activities … we will participate social events … If so, it is their responsibilities However, I think, missions and visions of companies are not stated in that way, right?” (Manager J1, research interview, 2011) Roles of government professional associations and All respondents acknowledge and emphasize significant roles of government in encouraging business to adopt CSR They all recognize the role of government in issuing policies in applying CSR practices to establish a legal foundation for all companies, controlling and supporting businesses in implementing those policies in practice Other role that informants think government needs to fulfill is to orient, to direct companies to be familiar with higher requirements and to disseminate necessary and required information to business as soon as possible As articulated by a project manager “I think, the role of government is very important in controlling and supporting businesses, in issuing appropriate policies It helps companies much in implementing CSR.” (Manager G1, research interview, 2011) Furthermore, government is also expected in making change awareness of society by issuing policies affecting other sectors, such as education It is because, from their view, “Awareness of the society is more important, documented laws cannot anything” (Manager A2, research interview, 2011) Nevertheless, from interviewed managers’ opinions, government hasn’t properly performed its roles, currently As expressed by a young manager “In fact, the role of government is to issue policies and directions Supporting … I have not seen any I hope there will be supporting from government in the future.” (Manager F1, research interview, 2011) In the opinion of the interviewees professional associations not appear What vietnamese executives understand corporate social responsibility? to play a significant role There are even two executives who don’t know anything about associations When asked about the roles of professional associations in CSR, most of interviewed managers didn’t even discuss the role of industry bodies Typically, the responses were reflected in the comments of one middle-aged manager who responded “I don’t know I cannot see any influences from them …” (Manager B2, research interview, 2011) According to an aged manager, associations used to be so good in the planned economy and used to have impacts on the industry, “Previously, in the planned economy, those associations had their influence, but now … they … seemingly have very little impact on major, they have very little information … They look like a panels advising for People Committee They are representative for many members … However, their operations are so limited and their members are not good in major … Moreover, companies can solve their problems, they don’t need …” (Manager A2, research interview, 2011) Discussion The emerging themes identified in this research leads to following discussion First, although Vietnam is a developing country, the environmental awareness of managers has been dramatically expressed Executives, irrespective of age, acknowledge the importance of environment, including working environment, social environment or general environment and they categorize environmental responsibility into CSR The awareness has just reached to the beginning concern about environment In fact, current execution in construction sites in Vietnam has raised many problems in the environment However, the concern of construction managers is only to “not impacting badly the environment 21 or keeping it tidy”, but not to specific solutions or execution methods Second, despite not being clearly expressed, it is worth noting that most managers acknowledge businesses’ and individuals’ responsibility in contributing to society A responsibility that construction companies must fulfill is to contribute to society and surrounding community, even physical assets like infrastructure or intangible benefits like urban aesthetics This awareness can be explained by the roles of construction companies, especially of construction engineers and architects in designing and developing the cities and their infrastructure Additionally, corporate reputation and prestige is also an expectation of society The reason used to explain those thinking may be rooted from a desire of making a wealthy society Third, perceptions of executives as to responsibilities of businesses closely accord with Carroll’s CSR pyramid (1991) It is because, on the one hand, their awareness fits Carroll’s CSR pyramid in the first two responsibilities as required by society or stakeholders All interviewed executives prioritize economic obligations, which companies have to fulfill, relating to making profit, providing quality products, guaranteeing employment, being successful business Those aspects are reflecting economic motive of business entities Furthermore, managers also perceive that all business operations must be complied closely with laws, rules and regulations of the construction industry, relating agencies, and government Obeying laws is, obviously, categorized as a fundamental condition for a company to survive in competitive market On the other hand, when it comes to ethical and philanthropic responsibilities, executives don’t have similar perceptions According to Carroll (1991), ethical responsibilities refers to 22 Journal of Science Ho Chi Minh City Open University - No 1(9) 2014 something “that are expected or prohibited by societal members even though they are not codified into law” Appropriately, professional ethics or conscience, which is not required by laws, exemplifies society’s expectation In addition, there is the fact that the understanding of legal documents is depended much on related persons and companies This fact may arise from the legal context in Vietnam which is not strict enough Philanthropic responsibilities likewise are perceived and categorized differently Even though discretionary obligations are usually understood as CSR, those are denied by some young managers The reason of this issue may be explained that young managers belong to new management generation who are influenced much by different cultures Nevertheless, it can be concluded that Carroll’s CSR pyramid can be used as a framework for research on CSR in Vietnam Finally, all interviewed executives expect government to issue appropriate policies to encourage businesses to adopt CSR They even have some specific suggestions Importantly, some of those suggestions mention about the treatments should be fair with all construction companies The motivation from government policies is significantly impacted businesses CSR behaviors and practices It may suggest that in developing countries like Vietnam, government and the governing body of the construction industry should focus on issuing consistent policies and strictly controlling the implication of those policies Meanwhile, from executives’ opinions, professional associations, seemingly, don’t have any role in CSR practices The roles of associations in the past were more significant and have been currently decreased This finding as to roles of associations suggests an idea for industry governance in re-engineering and restructuring the purpose of associations However, when asked, informants have suggestions and their expectations to government, but not to associations This issue expresses that fact that they don’t expect or believe in any professional associations It becomes a big question for the industry and the existence of current associations as well in the current globalization context Concluding remarks Basing on Carroll’s CSR pyramid (1991), this paper employs four types of responsibilities, including economic, legal, ethical and philanthropic responsibilities, as the studied framework to investigate perceptions towards CSR of managers in construction companies in order to provide an initial assessment of awareness of CSR in Vietnam, an emerging country Although Corporate Social Responsibility has offered breakthroughs in business, understanding, implementing and practicing in real business life is still limited Especially, construction industry is the sector employing many labors and having many effects on the society (Ling, Pham et al 2009) Different middle managers in different construction companies are selected to participate in this research Jobs of interviewed executives are diversified from project managers and heads of departments, to director of factory and manager of subsidiary (see table 1) Similarly, their ages are also different Some of them are still very young and has experienced only some years in management positions, while some others are aged with a really long time in management Even so, their understanding is quite clear The findings from this study show that a business’s social responsibilities are neither well, nor broadly agreed upon by the interviewed What vietnamese executives understand corporate social responsibility? managers However, executives in a developing country like Vietnam have seriously thought of the environmental issues and corporate contributions to society and surrounding communities as regards either tangible or intangible impacts Executives’ perceptions of the role of government also emerged from the research From executives’ thinking, governments in developing countries like Vietnam are expected to be fair in treating, controlling and supporting enterprises in adopting CSR It is because there is a need of more systematic planning and stronger efforts from government, to industry governance and to each company Furthermore, an effective plan in practicing CSR requires the involvement and contribution not only of companies, but also of every individual staff in adopting CSR Hence, their perceptions 23 and understanding of CSR needs to be trained and oriented by studying, working in appropriate environments supporting 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Các quản lý, cho dù lứa tuổi nào, có nhận thức môi trường, bao gồm môi trường làm việc, môi trường xã hội môi trường sinh thái; họ xếp trách nhiệm môi trường yếu t? ?? CSR Tuy nhiên, nhận thức quản