ABSTRACT

This study examines stakeholders’ perceptions of Corporate Social Responsibility (CSR) at Brasseries du Cameroon. CSR is an essential aspect of modern business practices, influencing a company’s reputation and stakeholder relations. The research explores how different stakeholders, including employees, customers, suppliers, and local communities, view the CSR initiatives of Brasseries du Cameroon. Key areas of focus include environmental sustainability, community engagement, ethical business practices, and contributions to local development.

The study employs both qualitative and quantitative research methods. Data was collected through surveys and interviews with various stakeholder groups. The qualitative data consists of interviews with community leaders, company executives, and employees, while quantitative data is derived from surveys distributed to a broader group of stakeholders, including customers and suppliers. The research also reviews Brasseries du Cameroon’s CSR reports and other public documents to assess the company’s CSR strategy.

Findings reveal that stakeholders generally perceive Brasseries du Cameroon’s CSR efforts positively, particularly in areas of community development and environmental sustainability. However, there is some criticism regarding the company’s transparency in CSR reporting and the perceived limited impact of certain initiatives. The study identifies a gap between stakeholder expectations and the company’s current CSR practices, particularly in the areas of environmental protection and labor rights.

The research concludes that Brasseries du Cameroon’s CSR efforts are well-received but could benefit from greater transparency and engagement with stakeholders. The study recommends that the company enhance communication regarding its CSR initiatives, focus on long-term sustainable practices, and actively involve local communities in the planning and execution of CSR projects. These steps would improve stakeholder trust and reinforce the company’s role as a responsible corporate citizen.

Keywords: Corporate Social Responsibility, Brasseries du Cameroon, stakeholder perception, environmental sustainability, community engagement, ethical business practices, local development, transparency, labor rights.