An exploratory assessment of corporate social responsibility implementation and stakeholder engagement : a case of Hulamin.

Abstract

This case study assessed the implementation of corporate social responsibility (CSR) activities and stakeholder engagement of an aluminium manufacturer in an unstable market largely driven by socio-political changes in South Africa and in global markets. The study aimed to provide a broader understanding of the ideology of CSR and to explore the challenges influenced by the social structure, previously impacted by inequalities in terms of economic power, infrastructure, education, job opportunities, and access to basic services. The biggest concerns and challenges emanate from organisations not being equipped with systems that enable them to implement CSR initiatives, together with the need for more reliable indicators of progress after CSR strategies are instigated. The study adopted a qualitative research method which was exploratory in nature and a non-probability purposive sampling technique was used. The primary data-collection instruments were an in-depth focus group interviews and a questionnaire survey. The data collected was analysed using content analysis technique, which entailed the development of various themes and the creation of patterns which were organised into logical categories. The findings highlighted the lack of consistency in measuring CSR initiatives. Results also indicated how CSR as a concept lacks well-elaborated methods of practice. The results also identified the influences from the government and how CSR initiatives are guided by legislative policies and acts that have limited CSR obligations and allow for loopholes in corporations’ implementation strategies. The study implies the importance of organisational internal influences to promote stakeholder engagement and networking, highlighting the role of all internal stakeholders from executives to non-executive staff, taking into consideration that CSR initiatives are driven by local communities and cannot be monitored using global standards.