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Battersby, L. 2012, ‘Telstra to cut 651 jobs in revamp’, Sydney Morning Herald, 21 August, viewed 29 September 2012,
<http://www.smh.com.au/business/telstra-to-cut-651-jobs-in-revamp-20120821-24jwi.html>
Summary
Battersby (2012) reported that Telstra will cut about 235 staff from call centres due to more customers access to Telstra services on the Internet rather than through a call centre. Some of these jobs will be shifted to existing partner contact centres which in Philippines. This action will be supported by the figure which indicated that the ratio of consumers using online services has raised from 8 per cent in 2010 to 30 per cent now while call volumes are in a declining trend.

Application of concepts
There are some concepts related to socio-cultural environment and corporate social responsibility (CSR) in this action taken by Telstra. As the company stated, jobs cut is necessary and it is an aggressive push to costs cut, which caused by changes in customer preferences (Battersby 2012). Richard (n.d) outlined that a successful business must be aware of changes in cultures in societies in order to stay competitive advantage and stay in minds of customer preferences. Further, the growth of Internet use has become as abundant evidence leads to emerging of global culture; therefore global strategy should be revised as social cultural environment changed (Morrison 2008). According to Dani Rodrik (cited in Tan n.d), professor of international political economy at Harvard's Kennedy School of Government, the global integration of goods and services has not only reduced the barriers of trade, but also created conflict between nation's norms, institutions and collective preferences.
CSR is demonstrated in offshore jobs may be difficult for the company because of cultural differences, as reported by Battersby (2012). Moreover, the Community and Public

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