DOI: 10.5176/2251-2403_PSSIR12.48

Authors: Sarmila Md Sum, Zaimah Ramli, Novel Lyndon, Azima Abdul Manaf, Suhana Saad and Selvadurai, Sivapalan

Abstract:Corporate Social responsibility initiatives by the corporations is playing an increasingly significant roles in the effort of community development particularly in the developing country. The international prominence of the initiatives in this area can be traced to the component of MDGs objectives that established corporations as partners of development. However, realizing the constraints of corporate sectors in playing the roles as agent of development due to its nature of profit motives, the CSR partnership strategy with the involvement of the government agency is encouraged to assist in the development of the community. This paper will explore the roles played by government agency in CSR project through a case study of successful CSR initiative in Bukit Awang, Pasir Puteh Kelantan in Malaysia. A qualitative research strategy that explore the perspective of social actors that involved in the project is used and thematic data analysis is undertaken for that purpose. The results from the analysis reveals two main roles played by the government agency in CSR partnership strategy that can be categorized as the supporting agency and leadership roles in community. This roles has assist in the implementation of the CSR project with the objectives to develop the community involved
Keywords: Corporate Social Responsibility (CSR), roles of government agency, recipients perspectives analysis , CSR partnership.

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