Stakeholder Preferences for Particular Corporate Social Responsibility (CSR) Activities and Social Initiatives (SIs): CSR Initiatives to Assist Corporate Strategy in Emerging and Frontier Markets

Aligning CSR with core business is one of the greatest challenges multinational corporations (MNCs) face, alongside the ability to measure and report ‘social good’ to stakeholders. The current study examines stakeholder preferences for particular CSR activities and SIs, in the emerging markets of Middle East and North Africa (MENA) and Middle East and Africa (MEA). Three MNCs with offices throughout MEA participated across four nationality groups typical of the region (MENA, Asian, Sub-Saharan Africa and Western Expatriates). Results show significant differences across nationalities. For example, respondents from the Asian nationality group rated Environmental SIs highest, and MENA respondents rated SIs related to Local issues higher, than all other groups. Individual SIs were selected relative to a respondent’s country of origin or host country, providing a strong argument for different CSR strategy and SI selection within regions where different nationalities reside. Confirming past research, differences also exist between emerging and emerged markets globally. As a result of these findings, recommendations are made for dissemination of CSR strategy tailored to: nationalities; host country; and an immigrant or expatriate’s region of origin. O Corporate citizenship O Corporate social responsibility (CSR)