Culturalist and Discursive approach of CSR Practices in African Context: The Case of MNCs operating in Madagascar

Approche culturaliste et discursive des pratiques de RSE en contexte africain: le cas des FMNs implantées à Madagascar

Felana Rabekolo () and Giraud Laurent
Additional contact information
Felana Rabekolo: CERGAM de Toulon - Centre d'Études et de Recherche en Gestion d'Aix-Marseille/Equipe de recherche de Toulon - CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon - IAE Toulon - Institut d'Administration des Entreprises (IAE) - Toulon - UTLN - Université de Toulon
Giraud Laurent: TSM - Toulouse School of Management Research - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique - TSM - Toulouse School of Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse

Post-Print from HAL

Abstract: This article studies CSR (Corporate Social Responsibility) practices in the African context through the culturalist perspective and Pasquero's (2005) model, using discursive analysis. Data were collected from 2017 to 2020 through eight semi-structured interviews with the CSR managers of MNCs (MultiNational Corporations) as well as through 38 internal and 63 external documents. Our results highlight how the Malagasy cultural context shapes the conception of CSR as a social convention and a set of operational practices. Our data also reveal the mechanisms by which CSR practices are embedded in the Malagasy cultural milieu, for example in relation to the values of fihavanana and tolo-tanana. This paper also presents a processual analysis of the negotiations and interactions between discourse, culture, cognitive process and CSR practices at work in the specific cultural context of Madagascar, where philanthropic and solicitude seem to correspond to a priority expectation from the stakeholders. Eventually, we discuss our results in light of the two components of modern CSR (i.e., philanthropy and caring) and the two cultural pillars (i.e., individualism and democratic pluralism) of Pasquero (2005, 2013) identified in our data.

Keywords: Corporate Social Responsibility – MultiNational Companies – Africa – Culturalist approach – Discourse analysis.; Responsabilité Sociale de l’Entreprise – Firmes MultiNationales – Afrique – Approche culturaliste – Analyse des discours. (search for similar items in EconPapers)
Date: 2022-07-01
References: Add references at CitEc
Citations:

Published in Revue de l'Organisation Responsable, 2022, Décoloniser la RSE : Perspectives critiques, 17 (2), pp.81-100

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03611390

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().