Does It Converge? A Study on CSR Communication in Chinese and Swedish MNCs

As globalization escalates, universal paradigms are expected not only in policy and culture but also in economics, particularly in the managerial practices of multinationals. Moreover, as MNCs face growing criticism for the “dark side” of their cross-border operations, CSR, along with how MNCs communicate their socially responsible initiative with various stakeholders, have received significant attention in light of new international business realities. This thesis examines whether CSR communication is converging across borders by comparing MNCs from China and Sweden, two countries with diverse institutional environments. Drawing on stakeholder and institutional theories, we analyze 80 CSR reports from 2014 and 2023 using quantitative content analysis, incorporating both manual and automated coding. Three dimensions are specifically assessed: structural adoption of global reporting frameworks, thematic prioritization, and rhetorical framing. Statistical tests reveal a significant convergence trend across all three dimensions, supporting the presence of institutional isomorphism and stakeholder-driven convergence in CSR communication among the 40 MNCs analyzed. The findings contribute to the CSR communication and convergence literature by providing cross-national evidence of alignment and offer practical insights for MNCs seeking to balance global standards with local legitimacy.