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CSR in Egypt: Communication and Marketing Practices

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Rethinking Business Responsibility in a Global Context

Part of the book series: CSR, Sustainability, Ethics & Governance ((CSEG))

Abstract

This chapter reviews trends in corporate social responsibility (CSR) in Egypt through the lens of marketing. Following a review of the pertinent literature, two business organizations in Egypt, PepsiCo and the Arab African International Bank, are analyzed. Primary research is undertaken to assess their marketing activities concerning CSR. The study finds that mainstreaming CSR as a corporate branding tool is not yet standard practice in Egypt.

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Notes

  1. 1.

    All information in this section is based on three semi-structured interviews conducted with the Head of Corporate Affairs, Head of Marketing, and CSR manager, all taking place on October 31, 2018.

  2. 2.

    Based on the conversion rate of May 16, 2019.

  3. 3.

    All information in this section is based on two semi-structured interviews conducted with the Head of Sustainability and Marketing Communications, and the Marketing Manager, conducted on November 4, 2018.

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Author information

Authors and Affiliations

  1. Cairo, Egypt

    Sina Hbous

  2. The American University in Cairo, Cairo, Egypt

    Radwa El Masry & Hamed M. Shamma

Authors
  1. Sina Hbous
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  2. Radwa El Masry
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  3. Hamed M. Shamma
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Corresponding author

Correspondence to Hamed M. Shamma .

Editor information

Editors and Affiliations

  1. Vienna University of Economics and Business, Vienna, Austria

    Bodo B. Schlegelmilch

  2. University of Vienna, Vienna, Austria

    Ilona Szőcs

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Hbous, S., El Masry, R., Shamma, H.M. (2020). CSR in Egypt: Communication and Marketing Practices. In: Schlegelmilch, B.B., Szőcs, I. (eds) Rethinking Business Responsibility in a Global Context. CSR, Sustainability, Ethics & Governance. Springer, Cham. https://doi.org/10.1007/978-3-030-34261-6_7

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