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CSR in Egypt: Communication and Marketing Practices

In: Rethinking Business Responsibility in a Global Context

Author

Listed:
  • Sina Hbous
  • Radwa El Masry

    (The American University in Cairo)

  • Hamed M. Shamma

    (The American University in Cairo)

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.

Suggested Citation

  • Sina Hbous & Radwa El Masry & Hamed M. Shamma, 2020. "CSR in Egypt: Communication and Marketing Practices," CSR, Sustainability, Ethics & Governance, in: Bodo B. Schlegelmilch & Ilona Szőcs (ed.), Rethinking Business Responsibility in a Global Context, pages 101-123, Springer.
    • Handle: RePEc:spr:csrchp:978-3-030-34261-6_7
    DOI: 10.1007/978-3-030-34261-6_7
    as

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