The Challenges Facing The Safaricom Foundation In Aligning Corporate Social Responsibility To Corporate Strategy


Millicent Murugi Kariuki
Gladys Rotich


The general objective for this study was to establish the challenges facing the Safaricom Foundation in aligning CSR with corporate strategy. Specifically, the study sought to determine the extent to which employees are involved in employment of Corporate Social Responsibility strategies at Safaricom Foundation, to establish the determinants of the choice of Corporate Social Responsibility strategies by at Safaricom Foundation, to determine the challenges facing implementation of Corporate Social Responsibility strategies at Safaricom Foundation, to evaluate benefits derived through implementation of Corporate Social Responsibility strategies at Safaricom Foundation. The study employed a case study approach targeting strategists or the foundation personnel who have utilized CSR and strategy initiatives in Safaricom Foundation. Simple random sampling technique was used to select 70 personnel from the population which represents 20.9% of the whole population while questionnaires were administered to the respondents through a drop and pick method. The Data obtained from the field was checked. For the quantitative data, analysis of the data was done through descriptive statistics by use of frequencies and percentages and averages. Content analysis of qualitative data included text analytics and document analysis. Quantitative data was presented by use of tabulations, bar graphs and pie charts. Presentation of data also made the use of histograms. The study revealed that Safaricom, like other big firms do practice CSR by choosing its own unique activities. It is however important to involve stakeholders in carrying out social responsibility activities since it works to enhance the image of a firm. Therefore, both the new entrants and the ones already existing need to embrace corporate social responsibility in their strategies. As part of recommendation for this study, organizations should consider increasing their CSR involvement in the community since this can also be used as a marketing tool among the communities that they serve.


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