Convergence or divergence? A comparative analysis of CSR communication by leading firms in Asia, Europe, and North America

Through the lens of the communicative institutionalism and an extensive content analysis of corporate websites, this study compared corporate social responsibility (CSR) institutional messages by firms across three macro regions. The findings show that Asian firms do not present significant differences in how they expose their orientation to sustainability (i.e. “CSR identity” messages) than Western counterparts. However, Asian firms seem significantly less inclined to engage in CSR messages concerning “organization and management”, messages on “CSR interactivity” and those regarding “CSR as business case” compared with European firms. The difference between Asian and North American firms mostly concerns the former's less salient use of “business case” messages for CSR. The comparative study sheds light on the pattern of CSR crossvergence across the West and East, reflecting hybridized CSR expressions across forms of CSR institutional messages.