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The Perception of the Notion of Corporate Social Responsibility (CSR) in Madagascar: A Representation Through the Cognitive Map of Managers in the Downstream Oil Sector

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Doing Business in Africa

Abstract

This chapter highlights the meaning given by Malagasy managers to the notion of corporate social responsibility (CSR). This CSR, which translates the notion of sustainable development, still seems difficult to understand and to be acted upon effectively at the local level. Thus, the actors propose their perception of what CSR is. What are the values and responsibilities underlying their representation of this responsibility? The qualitative exploratory empirical study conducted for this research uses cognitive mapping and content analysis to accurately reconstruct the CSR representation of five managers in the oil sector in Madagascar. The results show that these managers recognise a shared responsibility (e.g., the value of caring) by all stakeholders in the oil sector to achieve effective CSR. However, legal pressure is pushing them to comply with the requirements of legal liability. The analysis of the results, through a cognitive map, provides a tool to help national authorities and private sector actors to anchor, in Madagascar, the notion of CSR in a legal framework of legitimisation and collective awareness.

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Author information

Authors and Affiliations

  1. University of Toamasina, Toamasina, Madagascar

    Narova Barisoa Miasa

  2. University of Poitiers, Poitiers, France

    Suzanne M. Apitsa

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  1. Narova Barisoa Miasa
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  2. Suzanne M. Apitsa
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Editors and Affiliations

  1. University of Poitiers, Poitiers, France

    Suzanne M. Apitsa

  2. University of Nantes, Nantes, France

    Eric Milliot

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Miasa, N.B., Apitsa, S.M. (2021). The Perception of the Notion of Corporate Social Responsibility (CSR) in Madagascar: A Representation Through the Cognitive Map of Managers in the Downstream Oil Sector. In: Apitsa, S.M., Milliot, E. (eds) Doing Business in Africa. Palgrave Studies of Internationalization in Emerging Markets. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-50739-8_10

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