Corporate Social Responsibility Essay

734 Words3 Pages
BACKGROUND Unequivocally, the telecommunications sector represents one of the strategic engines for economic growth and social inclusion. At its core is the essential function of improved communication and accessibility. The ‘information society’ is becoming more dependent on the services provided by the telecommunications corporations. Therefore, the way in which telecom corporations accomplish their economic, social and environmental responsibilities has serious consequences for the entire spectrum of society (Telecom Namibia Annual Report 2004/2005; Müller, 2006). In line with the stakeholder theory, Corporate Social Responsibility (CSR) is defined by several scholars as “transparent business practices that are based on ethical values, compliance with legal requirements and respect for people, communities and the environment” (Catalyst Consortium, 2005). In other words, CSR take the form of meeting legal requirements, upholding ethical values and engaging in philanthropy. As a global concept, CSR is implemented for several reasons which includes employing it as a strategic means of enhancing corporate brand image, which will usually in the long run establish and protect brand reputation (Catalyst Consortium, 2005), and build commercial goodwill for the company (Smith, 2003;Baker, 2004). Keller (2008) and Bankas (2010) further indicated that CSR initiatives are very instrumental in building corporate brand which provides a corporation with competitive advantage over other firms and establishes corporate credibility, reputation and distinctiveness. Aaker (1991) indicated that establishing a corporate brand is not enough to give a company an edge over other existing companies. There is a need for firms to move a step further ... ... middle of paper ... ...ny, between CSR initiatives and MTN (Ghana) brand awareness 4. Proffer practical suggestions concerning the issue of CSR and brand awareness that may be of interest to MTN (Ghana). Feasibility Study The study is crucial to accentuating corporate goodwill, improve customer loyalty, consumer’s purchasing decision and immensely influence cordial, functional and balanced relationship between corporation and the society. Due evaluation and analysis have been done to limit cost and improve feasibility of the study, because I intend to use: 1. One hundred and sixty (160) respondentsdrawn from a pool of attractive target to MTN Ghana in Accra, easily accessible to me. 2. Employ qualitative and quantitative research paradigm which allows for accurate assessment of data through quantification parameters and ample interaction with respondents via in-depth interviews.
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