Implementation of corporate social responsibility (CSR) in fashion small and medium-sized enterprises in Kosovo: managers’ perspective

This research responded to CSR scholars' call for future papers to investigate CSR implementation across different contexts. It studied CSR implementation in small and medium-sized enterprises in the fashion industry in Kosovo. CSR implementation among small and medium-sized enterprises (SMEs) has not received reciprocal attention in academia as large organisations. Hence, this research explored the perceptions of fashion SME managers/owners about this phenomenon. Country-wise, this research focused on a developing country in South-East Europe – Kosovo, which scholars have rarely covered. It studied the phenomenon by employing six open-ended, semi-structured, face-to-face elite interviews with owners/managers of small and medium-sized fashion enterprises. Theoretically, this research contributed to CSR in developing countries and CSR in small and medium-sized enterprises literature. It also contributed to the development of CSR implementation literature. It showed that the lack of CSR implementation in Kosovo emerges from the scarcity of national information on CSR and the absence of this concept in the nation’s mentality. Practically, this research provided guidelines to Kosovar fashion SMEs unaware and inexperienced with CSR adaptation.