Innovation, risk-taking, and employee commitment: exploring CSR's influence in Tunisian SMEs

This study examines strategies to enhance employee creativity and commitment in Tunisian small and medium enterprises (SMEs), emphasising corporate social responsibility (CSR) and intrapreneurial behaviours, including innovation, proactivity, and risk-taking. Using structural equation modeling (SEM) and artificial neural networks (ANN), survey data reveal significant insights, including differences based on marital status. Unmarried employees exhibit stronger alignment with CSR principles compared to married colleagues. The research develops a model linking CSR initiatives to employee outcomes, such as organisational commitment, engagement, and creative performance. Findings indicate that fostering a culture of innovation and integrating CSR practices significantly boosts employee loyalty and creativity. Employees perceiving their organisations as socially responsible and innovation-driven demonstrate higher dedication and engagement. This study contributes to resource-based and commitment theories while providing practical recommendations for SME managers to enhance employee performance through CSR-driven strategies and intrapreneurial support mechanisms.