Stakeholders perceptions of the dimensions of corporate social responsibility in Tanzania.

Corporate social responsibility has become a popular tool for strategic marketing and management in developing countries, however, practices are focused on the philanthropic responsibility. This raises the attention on how the concept of CSR is conceptualized in the context of developing countries. Thus, this study investigated stakeholders' perceptions on the dimensions of CSR and the influence of the demographic characteristics on their perceptions. A conceptual model hypothesizing a multi- dimensional perspective of the concept of CSR and showing the relationship between the stakeholders' demographic characteristics and their perceptions on the dimensions of CSR was developed and tested. In addition, study investigated on the perceived benefits of CSR practices in Tanzania. A confirmatory factor analysis as well as discriminant analysis and multiple regressions were used to validate the model and test the hypothesized relationships using a sample of 150 MBA students at University of Dar es Salaam Business School (UDBS) in Tanzania. Findings revealed that, stakeholders in Tanzania view CSR as a multi- dimensional concept, comprising of economic, legal, philanthropic and ethical responsibility. The study finds no relationship between stakeholders' demographic attributes and their perception of the dimensions of CSR. Improve public image/reputation, increase brand image, and increase support from the community, were perceived strategic benefits by stakeholders, for firms engaging in CSR practices in Tanzania. Findings suggest that stakeholders in Tanzania understands CSR as a multi- dimension concept therefore, it is paramount for firms to incorporate the broader perspective of CSR in their practices, to include economic, legal, philanthropic and ethical practices. Additionally, from the benefits of CSR as stipulated by stakeholders in this study, CSR should be practiced in its holistic nature to yield competitive advantage for firms and the society at large.