We don't want school bags Discourses on corporate social responsibility in Egypt and the challenges of a new practice in a complex setting

Purpose - The purpose of this paper is to highlight the competing and overlapping discourses on corporate social responsibility (CSR) in Egypt, a setting with a serious knowledge gap on CSR. Design/methodology/approach - This study is based on semi-structured in-depth interviews with key players in the field of CSR in Egypt conducted in the fall of 2013 and early 2014. Informants included in this study were CSR staff members at major multinational enterprises (MNEs) operating in Egypt, key partner non-governmental organizations (NGOs) operating in the field of CSR, media and public relations agents that are partners with MNEs in launching CSR media campaigns about CSR activities. Findings - The paper identifies three themes in the discourse on CSR among some of the key field players including CSR practitioners at MNEs, NGOs and media specialists. First, CSR is seen as a western version of a long standing philanthropic tradition, that is rooted in religion. The comparison between CSR and indigenous religious practices discredits CSR as a vulgarized form of giving that seeks to take more than give. Second, the surmount challenges of poverty and unemployment place heightened expectations on CSR to seriously address these challenges. It is in view of these challenges that CSR is accused of doing "bad" development, which is the third theme identified in the data. Research limitations/implications - There is a dearth of research on CSR in Egypt, which largely remains a setting less explored in terms of CSR. This paper problematizes the connection between CSR and development. It also highlights the importance of studying CSR in different contexts. Practical implications - The findings in this paper are relevant for the design of CSR programs in contexts of countries in the south. Social implications - CSR is a normative practice, understanding the views of its practitioners and criticisms of the field is central to its development and maturity. Originality/value - Paper builds on original data collected by the authors. It addresses a lacuna of research on CSR in the Middle East region, particularly Egypt.