Just-in-Time CSR for Urgent Needs during the COVID-19 Outbreak: The Case of Casinos

Abstract

ABSTRACT The casino industry may have been stigmatized by its notorious image due to the negative consequences that gambling brings. Yet, they are at the forefront in combating the pandemic, taking a proactive stand to expedite corporate social responsibility (CSR) through a constellation of means in a timely manner. Moreover, the majority of research focuses on the long-term strategic CSR, leaving ad-hoc CSR initiatives that are responsive without previous planning underexplored. Proactive and prompt CSR efforts exerted by casino conglomerates hence offer researchers a case in better understanding this rarely researched area pertaining to just-in-time CSR amid a mega turbulence. Based on data collected from casino websites, social media, and other public media, we have organized their initiatives into themes germane to safeguarding their personnel and guests, giving encouragement to the society, contributing to financial charities as well as daily necessities and protective supplies, promoting safety and better quality of life during the pandemic, and more. These endeavors do make a real difference in saving lives as well as uniting the community to build up resilience to mitigate the aftermath of the crisis. These expedited CSR efforts render a new phenomenon that we refer as just-in-time CSR.