Strategic Corporate Social Responsibility Management in Shaping a Resilient and Sustainable Future Post-Pandemic

Fazreena Mansor; Siti Hasziani Ahmad; Fadli Dali; Ratha Krishnan Suppiah; Noor Afeeda Ramli; Ahmad Humaam A. Shukor

doi:10.47405/mjssh.v10i9.3599

Fazreena Mansor Faculty of Business and Management, Universiti Teknologi MARA, Cawangan Pahang, Kampus Raub, Felda Krau, 27600 Raub, Pahang, Malaysia https://orcid.org/0000-0003-0142-1678
Siti Hasziani Ahmad Faculty of Business and Management, Universiti Teknologi MARA, Cawangan Pahang, Kampus Raub, Felda Krau, 27600 Raub, Pahang, Malaysia
Fadli Dali Faculty of Business and Management, Universiti Teknologi MARA, Cawangan Pahang, Kampus Raub, Felda Krau, 27600 Raub, Pahang, Malaysia
Ratha Krishnan Suppiah Faculty of Business and Management, Universiti Teknologi MARA, Cawangan Pahang, Kampus Raub, Felda Krau, 27600 Raub, Pahang, Malaysia
Noor Afeeda Ramli Faculty of Business and Management, Universiti Teknologi MARA, Cawangan Pahang, Kampus Raub, Felda Krau, 27600 Raub, Pahang, Malaysia
Ahmad Humaam A. Shukor Faculty of Business and Management, Universiti Teknologi MARA, Cawangan Pahang, Kampus Raub, Felda Krau, 27600 Raub, Pahang, Malaysia

DOI: https://doi.org/10.47405/mjssh.v10i9.3599

Keywords: Corporate social responsibility, Pandemic, Resilience

Abstract

In early 2020, COVID-19 significantly disrupted global social, political, economic, and environmental life. In this context, businesses were required to broaden their corporate social responsibility (CSR) initiatives to adapt to an evolving and dynamic landscape. This paper highlights the importance and impact of CSR strategies in addressing the challenges posed by the pandemic. A qualitative approach was employed, combining manual content analysis of 25 Malaysian companies listed on the Kuala Lumpur Stock Exchange (KLSE), which are known for their strong CSR practices, with semi-structured interviews conducted with 15 senior managers. Findings reveal that companies adopting proactive CSR strategies were better able to sustain stakeholder trust, protect employee and community well-being, and align immediate crisis responses with long-term sustainability goals. The findings emphasize that strategically managed CSR not only supported business continuity during the pandemic but also strengthened organizational resilience. The study highlights CSR as a vital pathway for shaping a more sustainable and resilient future following the pandemic.

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