Abstract
There exists criticism that discussions on corporate philanthropy in literature, including social contribution activities, focus mainly on the analysis of the US and the UK, and that these results may not be applicable to developing countries. Moreover, current trends show that the discussion focuses on corporate strategic approaches on securing the effects and impacts of corporate philanthropy. However, there are cases where corporations have engaged in public benefits in developing countries by providing corporate resources and capacities, especially in Sub-Saharan Africa. Consequently, this study reviews literature on corporate philanthropy and social contribution
activities in Sub-Saharan Africa and applies South African case studies on HIV/AIDS toward a publicly responsible strategy. Therefore, it clarifies corporations’ social adjustment function and institutionalization, which could strengthen the sustainability of public responsibility strategy applied by corporations. Furthermore, social value creation is a major strategic target in developing countries where corporations must apply public responsibility strategies, which is a significant difference from the major strategic approaches in the US and the UK.
