Developing corporate social responsibility in financial services

Purpose The purpose of this study is to contribute the theory and practice financial services marketing in sub-Saharan Africa (sSA) by investigating how service providers are developing corporate social responsibility (CSR) practices, particular, seeking uncover involvement stakeholders. Design/methodology/approach Following an interpretivist approach, uncovers fresh context-rich insights through analysis a multiple case consisting retail banks Ghana. Data consist semi-structured interviews with senior managers documents archives. Findings three key CSR practices practised banks: giving, community reputation/brand which their stakeholders only some extent involved. Banks not as yet drawing extensively on stakeholder resources for practices. Research limitations/implications uses inductive in-depth approach explore contextual into CSR, but subsequent limitations far findings can be extended. Practical implications offers outline involving CSR. Social It discovers that acquire capital activities community. Originality/value contributes evidence-based framework uncovering development draw limited extent. suggests dynamic subject range situational conditions.