Indonesia is a developing country with 12% of its population still living in poverty according to World Bank 2012. Other
source reveals that fifty percent of Indonesia's population is still poor, hovering around the poverty line, living on less
than US$2 per day. This condition open opportunities for big companies to explore strategies as well as scope of corporate
social responsibilities activities they might want to perform, either charity orientation or sustainability orientation.
Corporate Social Responsibility's (CSR) concept from Kotler and Lee, consist of caused promotion, caused-related
marketing, corporate social marketing, corporate philantrophy, community volunteering and social responsible business
practice, is referred for comparison. While scope is defined by areas or reach of program (could be province, district or
town), or many of household they treated. CSR is understood as communication, so it is important to compare narratives
of CSR activities.
The objective of this study is comprehended differences and similarities of CSR's practices from the consumer goods'
companies. Considering each of them has different values and organization cultures. PT Indofood Sukses Makmur is an
Indonesia's consumer goods company while PT. Unilever Indonesia is a multinational company based in The Nederland.
CSR activities which is been studies are activities implemented from 2009 to 2011. Data gathered from primary as well
as secondary documents and interviews. Survey with consumer as respondents is conducted to gain validity. |