Towards a CSR model derived from the discourse of entrepreneurs in sub-Saharan Africa: Findings from a study undertaken within a Cameroonian context
This article aims at revealing a CSR model resulting from entrepreneurs’ representations in an African context. The discourse of ten entrepreneurs of VSEs established in Cameroon is analysed through the justification and legitimation concepts, coupled with the conciliator mechanism’s approach. It appears that in this context, the entrepreneur perceives his/her responsibility situating him/herself simultaneously in three kind of wolrds: the domestic one, the commercial and the spiritual one. The CSR emerging model is three-dimensional. It corresponds to an aggregation of genealogical, geo-economic and spiritual responsibilities, each being respectively anchored in one of the aforementioned worlds. The CSR discourse and practices to be promoted in this continent could be inspired by this model.