CSR in Asian logistics: operationalisation within DHL (Thailand)

Purpose – This paper aims to provide an insight around operationalising CSR and sustainability activities within an Asian‐Pacific subsidiary of a leading CSR global third‐party logistics company; Deutsche Post DHL. Design/methodology/approach – An in‐depth single case‐study approach was adopted for this study. Using semi‐structured interviews with managers, the research maps various strategic CSR activities from the European corporate centre across to activities within this Asian subsidiary's different business units. Findings – The research provides evidence of activities and issues around this subsidiary's internalisation of CSR by selectively highlighting local initiatives and solutions that help address and contribute towards the global CSR strategic objectives. It describes some issues and opportunities around global policies and local activities that affect the subsidiary's present scope for decision making and management accountability. Along with the issues and challenges from this loose fit tactic of bottom‐up with top‐down engagement, it highlights influential aspects of social, cultural and business management models and the interpretations, context and limitations of the subsidiary's CSR contributions to date. Originality/value – Little has been written around the empirical operationalisation of CSR and sustainability from third‐party logistic companies; even less so from the Asia Pacific region. The activities, themes and challenges serve as useful references for practitioners. With new, original data sets, for academic scholars, the findings also serve to provide deeper and more explanatory contributions as complementary theory development resources.