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Corporate social responsibility initiatives: A stakeholder model for aligning competing values in West Africa

David H. Tobey Sr (National Board of Information Security Examiners, Las Cruces, New Mexico, USA)
B. Yasanthi Perera (Management Department, New Mexico State University, Las Cruces, New Mexico, USA)

African Journal of Economic and Management Studies

ISSN: 2040-0705

Article publication date: 6 April 2012

1241

Abstract

Purpose

The purpose of this paper is to posit a framework that predicts and explains the success and sustainability of MNC‐driven corporate social responsibility (CSR) programs in West Africa, based on the degree of overlap or differentiation among existing value systems of various stakeholders (economic orientation and temporal orientation).

Design/methodology/approach

This paper utilizes previous works on competing values, stakeholder perspective of CSR, and cultural values to posit the value alignment framework.

Findings

It is found that synthesis yields a value alignment framework and four propositions for empirical testing.

Research limitations/implications

Empirical research on the framework is needed. The synthesis of the propositions leads to two future research questions, “What is the impact of the degree of agreement on CSR values on corporate social performance?” and “What is the effect of culture on the effect of CSR values on performance?”

Practical implications

The framework presents those responsible for implementing CSR programs with a basis for reflecting upon broad factors that may mean the difference between CSR program success or failure.

Originality/value

This paper provides a theoretical model and assessment guidelines for considering local context when designing and delivering CSR initiatives and why CSR efforts may succeed or fail. Thus, it may assist in deriving sustainable social benefits from expatriate multinational investments in CSR.

Keywords

Citation

Tobey, D.H. and Yasanthi Perera, B. (2012), "Corporate social responsibility initiatives: A stakeholder model for aligning competing values in West Africa", African Journal of Economic and Management Studies, Vol. 3 No. 1, pp. 95-115. https://doi.org/10.1108/20400701211197302

Publisher

:

Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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