Stakeholder Understanding of Corporate Social Responsibility (CSR) in Emerging Markets with a Focus on Middle East, Africa (MEA) and Asia

Abstract

Limited consensus in society on the definition of corporate social responsibility (CSR) still exists; and the finding that stakeholders may not understand what CSR entails is also of concern. Stakeholders across the emerging markets of Middle East and Africa (MEA), from three multi-national companies comprised of four nationality groups (MENA, Asian, Western expatriate and Sub-Sahara), are asked questions relative to the “components” of the definition of CSR (economic, legal, ethical and philanthropic) provided by Carroll (Acad Manag Rev 4(4):497–505, 1979) and Leisinger (Bus Soc Rev 112(3):316–342, 2007) and more recently, Melo and Garrido-Morgado (CSR Environ Manag 19(1):11–31, 2012). Overall, findings suggest a broader and more contemporary definition be utilised and communicated back to stakeholders to increase understanding of company specific CSR strategy. Significant differences were found across nationality groups in the MEA region, suggesting a need to incorporate cultural differences and the perceptions of different nationality groups in CSR planning. Recommendations for CSR strategy in emerging markets such as MEA are made, and are discussed in light of religious beliefs, culture and country of origin.