Abstract:
Corporate Social Responsibility (CSR) is an increasingly influential concept, which is usually claimed to be implemented more in the West than in the Gulf Cooperation Council (GCC) and MENA region, where it is portrayed as less developed and philanthropic. This research investigates developments of CSR in the UAE revealing different levels of awareness, engagement, and implementation. The study consists of data analysed from 29 interviews with CSR representatives of UAE-based organisations from 2011 to 2016, and a case study of a strategic youth engagement CSR programme.
The varying degrees of sophistication and programmification of CSR activities in the UAE reveals a more developed stage of maturity than is implied in the literature. The use of project management to organise, implement, align and monitor CSR activity provides knowledge relevant to the UAE but also other countries. The study shows organisations with project management skills and governmental links are in a better position and under more pressure to undertake strategic CSR activity that is sustainable. Organisations linked to governmental organisations or leadership seem more aligned to national goals and so are more influenced to undertake strategic CSR activity that will contribute to these goals. CSR activity that is strategic seems to be projectised to achieve these goals as well.
The research addresses a lack of knowledge on developments of CSR in the UAE, including the use of project management as a means to implement strategic CSR activity. Strategic CSR itself has not been associated with the region before, however the examination of CSR projects and programmes in the UAE has revealed that there are cases of CSR being strategically managed to achieve and contribute to organisational and not only social goals.
ميره أحمد إبراهيم أحمد الريايسه
الجامعة البريطانية في دبي – 2017
