1 Department of Business Communication, Aarhus BSS, Aarhus University2 Department of Management, Aarhus BSS, Aarhus University3 Department of Business Communication, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
In recent years CSR has become increasingly important for the activities and branding of MNCs. While some studies have investigated CSR management and branding in domestic situations, fewer studies exist in the case of international business units (subsidiaries, joint ventures, and franchises). In this study, we use a sample consisting of 119 Danish business units that are located in China. We set out to investigate the relationship between local factors (the local business unit’s Chinese values and internal employee relations in the unit) and CSR outcomes (internal and external CSR engagement as well as CSR branding outcomes). Our findings show that local values were positively associated with external CSR engagement and that employee relations were positively related to both internal and external CSR engagement. None of the local factors were significantly associated with CSR branding outcomes. Implications of these findings in relation to the integration and management of sustainability in MNCs are discussed in detail.