Reconciling Business Social Responsibility Goals, Activities and Practices in Hospitality SMMES in an Emerging Economy

Abstract

Despite the prominence of business social responsibility (BSR) studies in advanced economies and their gradual maturation in emerging economies, no systematic attempt has been made to reconcile BSR goals, activities and entrenched practices that support them. In emerging economies where BSR is gaining currency but remains vaguely understood, the pernicious effect of small, micro and medium enterprises' (SMMEs) casual approach to BSR is sheer reductionism that narrows down BSR goals, activities and practices exclusively to philanthropy. This ideological illusion often precludes SMMEs from leveraging their competitive advantage due to their negation of paramount ethical, legal, and economic considerations. Drawing on quantitative approach, a survey was conducted on 92 owner/managers of hospitality SMMEs in the Free State province, South Africa to explore the relationship between BSR goals, activities and practices. Evidence suggests that hospitality SMMEs' goals are crystallised in conformity to laws and regulations and in what society conceives as legitimate norms. While their BSR activities are concentrated predominantly in philanthropy, they also extend to other economic and social