Ubuntu and corporate social responsibility: the case of selected Malawian organizations

Abstract

PurposeThe purpose of this paper is to operationalise the concept of corporate social responsibility (CSR) within the framework of Ubuntu in selected Malawian organizations. The intention is to analyze whether CSR can be applied cross‐culturally.Design/methodology/approachThe paper is a result of a qualitative research study conducted amongst nine sampled Malawian organisations. It utilized a semi‐structured interview guide in the collection of data whereby key research questions were exploratory and descriptive in nature.FindingsThis paper finds that in the cases under study, the concept of CSR is being applied within the framework of Ubuntu rather than a Western‐oriented business approach.Research limitations/implicationsCSR does not operate in a vacuum. Its application depends on the prevailing cultural context. In the cases under study, Ubuntu values influence and facilitate the application of CSR activities.Originality/valueDespite the envisaged significance of Ubuntu cultural context to the understanding and applicability of CSR in Africa, there has been no adequate systematic analysis of the same. The paper is therefore filling this knowledge gap.