Beyond Business : Corporate Social Responsibility (CSR) Among Small Businesses In Jelutong Market, Penang, Malaysia
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Date
2017-04
Authors
Wong, Teik Aun
Journal Title
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Publisher
Universiti Sains Malaysia
Abstract
This study explores the phenomenon of Corporate Social Responsibility (hereinafter abbreviated as “CSR”) among small businesses in Jelutong wet market in Penang, Malaysia. This is a qualitative research employing case study methodology with three (3) data gathering instruments employed namely non-participant observations, semi-structured interviews and participant observations. The selected field site is Jelutong wet market in Penang, Malaysia. The findings show that existing literature on CSR is inadequate to capture and understand it in the context of small businesses in a wet market. Social Capital Theory from the discipline of sociology emerges as the most suitable theoretical framework to understand CSR among small businesses in a wet market. Three (3) emergent typologies with regards to the practice and understanding of CSR among small businesses were identified namely the Lifestyle, Livelihood and Legacy typologies. These emergent typologies are compared against existing literature in particular Carroll’s Pyramid of CSR. The results are novel Pyramids of CSR for small businesses and the discovery that the type of trade has a bearing on CSR among small businesses. Subsequent analysis reveal the nature of small businesses as social entities and Jelutong wet market as a social institution.
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Keywords
Corporate social responsibility , among small businesses