With the analysis of the mixed method research results strengthened by applicable theory, a framework for strategical management in the IT field is developed. This framework is also an outcome of the main research question: How CSR could be managed strategically in the global IT field?The full framework that is developed based on the research is available in figure 13. The basis of the framework is the core values of the company. The company is surrounded by thee CSR dimensions:
social, economic and environmental. The social dimension includes two main stakeholder groups: because employees are concluded to have different meanings for an IT organization, they are visualized separately. Also, the data protection is presented to be one of the key legal aspects of companies in the IT field need to conduct. The sourcing is excluded from the model, because it is seen more as a hardware side issue that needs to be solved otherwise.
The CSR dimensions’ sizes reflect the importance of the dimension. Thus, the employee dimension is marked as the biggest. However, because the economic dimensions are connected to the fundamental existence of the company (Carrol, 1991), it is drawn partly inside the company limits. Other dimensions can be considered as philanthropy to which business is also connected. The framework takes place in the global business world where the global economy affects the CSR engagement and vice versa. This was concluded with a correlation test in including global GDP development and CSR scores over eight years’ time window.
Inside the global perspective is the local perspective. These perspectives are not excluding each other, but rather local perspective is part of the global dimension each other. Thus, the local perspective locates inside the global perspective. Also, the communication perspective is included in the framework since the communication is seen valuable for IT organization in the CSR strategy development (Hawn & Ioannou, 2016). The communication is affecting both local and global stakeholders, and it needs to be engaging (Lim & Greenwood, 2017), authentic (Mazutis & Slawinski 2015) and includes credible CSR reporting (Lock &
Seele, 2016)
Figure 13: CSR Management Framework for IT Organizations
Through the thematic research conducted, it can be stated that employees are the key dimension in the CSR strategy. To achieve employee engagement, the IT organization must be organic (Jin & Drozdenko, 2010) and able to transform together with the IT professional employees (Salb, Friedman & Friedman, 2011).
The employees are a major asset for the IT organization since they are one the key intangible assets and innovate new technology that creates a competitive advantage for the IT company.
There is a strong interaction between IT professionals and company’s values (Jin &
Drozdenko, 2010, 345) and to create effective CSR as well as other business outcomes, this connection needs to be evaluated and heard continuously. To gain employee satisfaction and successful CSR within employees, the focus should be on internal CSR (Farooq, Rupp & Farooq, 2017). Thus, CSR communication should focus on employees themselves to create interaction. The interaction is essential because this how, the IT organization can develop the CSR further with the employees (Lim & Greenwood, 2017). This makes the CSR more fit for employees.
Within the community dimension, the CSR is mostly done with philanthropy by focusing simultaneously on the business benefits of technological development.
Effective CSR actions could be made in the local community or the global community by for example involving schools, NGO’s or developing countries to develop new technology, learn about technology or innovate together with the company about subjects that also benefit the IT organization. To find a better fit with the CSR actions and to gain a better reputation within the community, the CSR should be communicated actively and in an authentic way (Mazutis & Slawinski, 2015). Marketing and greenwashing should be avoided (Abitbol & Lee, 2017).
The best way is to create interactive communication through media with the stakeholders (Lim & Greenwood, 2017; Salb, Friedman & Friedman, 2011). In this, social media is an excellent platform (Kent & Taylor, 2016), but according to the social media analysis, communication needs to be developed. Communication needs investments and special CSR strategies so that it can engage stakeholders into the interactive discussion. Also, the CSR report of the company should be credible and consistent over time to benefit the organization so that the stakeholders can evaluate the company’s CSR outcomes throughout (Lock & Seele, 2016.
The economic dimension is fundamentally important for an IT organization because, without business action, the organization cannot exist (Carrol, 1991; Porter &
Kramer, 2011). The IT company is always responsible for the shareholders and aims to generate profits to stay on the market without agency problems (Benn & Bolton, 2011). The economic dimension is fundamentally creating well-being to the communities in forms of workplaces and economic stability (Nik Ramli Nik Abdul Rashid, Nor Irwani Abdul Rahman & Shaiful Annuar Khalid, 2014; Porter & Kramer, 2011).
Also, based on the thematic analysis it can be stated that economic dimension drives IT company to innovate to stay on the game within the markets. From innovations, also environmental and social outcomes are created. For example, green IT solutions can be created, and new disruptive technologies can be spread to the lives of people around the world (Grant & Jordan, 2015; Chaffey, 2015, 12).
Thus, with the thematic analysis it can be concluded that also in the environmental dimension, the outcomes are mostly based on the technological development both in global and local level.
The framework seems complicated which is why a simpler framework is concluded based on the full model. The simple model for CSR management in the IT field is visualized in the figure 14. In this framework, the focus is on the employee dimension’s management and communication. Other dimensions: environment, community, and economic dimension, are concluded to be engaged and developed further together with business actions and philanthropy. Thus, the IT company should focus especially on employees and in creating communication about CSR philanthropy with its stakeholders both internally and externally. This is because the employees are the organizational asset that can develop also the business. Also, with engaging communication, the CSR can be developed towards more fit in all dimensions.
Figure 14: CSR Management Model for IT Organizations
6. CONCLUSIONS
In this part, the research is summarized. The main outcomes are concluded, and key findings are introduced. Also, the relevancy of the research is analyzed. Finally, the implications of the research for academic discussion are defined, and suggestions for further research are given.