Creating shared value communication for Thai companies
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2020
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2563
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243 leaves
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b212220
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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National Institute of Development Administration. Library and Information Center
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Chanatta Satsue (2020). Creating shared value communication for Thai companies. Retrieved from: https://repository.nida.ac.th/handle/662723737/6844.
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Creating shared value communication for Thai companies
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Abstract
In the past, business organizations focused only on the highest profitability by
neglecting social and environmental responsibility. However, with the changes in
society, economy, politics, and environment, including innovation and technology, the
organization has to communicate to all stakeholders more about social responsibility
issues as a result. Therefore, this case study qualitative research aimed to study the
process of creating shared value (CSV) and the impact of the shared value
communication process in the context of Thai society. It aimed to use as a conceptual
framework for developing the process of communicating CSV in business
organizations in Thailand. Two large business organizations in Thailand: Bangchak
Corporation Public Company Limited (BCP) and The Siam Cement Public Company
Limited (SCG), were selected as study cases. Ten key informants were purposively
selected from each organization, consisting of three middle-level executives and
fourteen general employees, with a total of twenty. The tools used for data collection
were in-depth interviews and structured group interviews with the observation form
without participation. Data were analyzed and synthesized by the content analysis
method.
The research study results were summarized into two parts, namely the
communication process of creating shared values; it was found that there was a change
according to the context of Thai society in each era. Especially in the present, business
organizations are increasingly focused on communicating information through activities that demonstrate social and environmental responsibility by communicating
that they were using their limited natural resources for maximum efficiency and
minimizing disruption to the world. The communication process is the communication
from the inside out, emphasizing stakeholder participation from personnel within the
organization to trading partners, customers, society, and communities by using
innovation and modern technology to help cover the reach of all sectors. It emphasizes
both formal and informal styles and focuses on communication at all levels: top-down,
bottom-up, and communication at the same level.
As for the impact of the shared value communication process, it was found that
BCP’s organizational value communication process was still unable to convey the
present-day “values” of the organization to employees within the organization in terms
of creating an understanding of responsiveness to clearly responds to change mutually.
This causes employees with different values of view to conflict. Therefore, it is
imperative to re-shape the communication process based on the harmonization of the
collective goals of the organization and the individual goals to enable the company to
deliver the actual value of the organization to its employees sustainably.
On the part of SCG, it was found that the company has implemented a process
of communicating future-oriented shared values and creating innovations since the
beginning, resulting in greater clarity on the delivery of shared values from generation
to generation. Therefore, the approach to developing an organization’s communication
process to create shared value requires consideration of the main factors: social,
economic, environmental, political, and technological factors. Besides, it must include
the participation of stakeholders so that the organization can gain trust from all of them,
leading to satisfaction in using the service and affecting the organization’s
sustainability.
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Thesis (Ph.D. (Communication Arts and Innovation))--National Institute of Development Administration, 2020