نوع مقاله : علمی - پژوهشی
نویسندگان
1 استادیار دانشکده ارتباطات و رسانه، دانشگاه صدا و سیمای جمهوری اسلامی ایران، تهران، ایران
2 دانش آموخته کارشناسی ارشد مدیریت بازرگانی دانشکده معارف اسلامی و مدیریت، دانشگاه امام صادق (ع)، تهران، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Corporate Social Responsibility (CSR) into a strategic lever for leadership and sustainable value creation. This qualitative research, employing a case study methodology and thematic analysis of semi-structured interviews with 30 key stakeholders alongside documentary analysis, elucidates the strategic role of CSR at Hamrah-e Aval (Mobile Telecommunication Company of Iran - MCI) and identifies the desired vision and pathways to elevate its CSR to a strategic level within the digital economy. The findings are presented in six key themes, including: the establishment of a strategic CSR system, focus on digital advantages, leadership of the innovation ecosystem, digital response to societal needs, transparency and trust-building, and commitment to human capital and the environment. The results indicate that a strategic CSR approach, linked with core technological capabilities and focused on creating shared value (CSV), can be a driving force for realizing Hamrah-e Aval’s vision of becoming the “largest digital economy holding” and the “most popular Iranian company.” Practical recommendations for developing a digital CSR roadmap, establishing an effective governance structure, and enhancing transparency are provided.
کلیدواژه‌ها [English]
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