CORPORATE SOCIAL RESPONSIBILITY AND ORGANIZATIONAL IMAGE
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CORPORATE SOCIAL RESPONSIBILITY AND ORGANIZATIONAL IMAGE
Chapter one
INTRODUCTION
1.1 Background of the Study
The goals of every business are to maximise profits, boost productivity, and safeguard individual image through effective management of material executives. This caused the executive to reassess their beliefs about commercial success and administrative issues.
Corporate Social Responsibility (CSR), also known as Corporate Conscience, Corporate Citizenship, or Responsible company, is a type of corporate self-regulation built into a company strategy.
Corporate social responsibility policies serve as a self-regulatory system, allowing businesses to monitor and assure active compliance with the spirit of the law, ethical standards, and international conventions.
Corporate social responsibility extends beyond compliance and includes “actions that appear to further some social good, beyond the firm’s interests and that which is required by law.”
company social responsibility seeks to accept responsibility for company actions and promote a good impact on the environment and stakeholders such as consumers, employees, investors, communities, and others.
The term “Corporate Social Responsibility” gained popularity in the 1960s and has since been used indiscriminately by many to refer to legal and moral duty with a more restrictive definition.
Corporate philanthropy is a more widely used method to corporate social responsibility. This covers financial contributions and assistance provided to non-profit organisations and communities.
Donations are predominantly male in fields such as the arts, education, housing, health, social welfare, and the environment, among others, with the exception of political contributions and commercial event sponsorship. Another way to corporate social responsibility is to integrate the strategy into daily operations. Purchase of fair trade tea and coffee.
Corporate social responsibility is a highly topical and contextual issue for all players in Nigerian society, including the government, corporate organisations, and the general people.
The public argued that paying taxes and fulfilling other civic duties are sufficient grounds for having the freedom to take back from society the contamination of the air, water, and environment. Most business organisations are focused with what they can take from society and have downplayed the importance of giving back to it.
In general, corporate social responsibility, whether in the banking sector or elsewhere, refers to a set of policies and procedures associated with core stakeholder values, legal compliance, and respect for people, communities, and the environment.
The European Commission defines CSR as enterprises voluntarily incorporating “social and environmental concerns into business operations and in their interaction with stakeholders.” The word “voluntary” is critical to understanding this meaning.
According to the Nigeria Social Enterprise Report Vol.2, corporate social responsibility is broadly defined as a company’s ability to strike a balance or integrate economic, environmental, and social imperatives while also meeting the expectations of shareholders and stakeholders.
It went on to state that corporate social responsibility is widely regarded as business’s contribution to sustainable development, which has been described as “development that meets the needs of the present without jeopardising future generations’ ability to meet their own needs.”
In Nigeria, the Federal Executive Council (FEC) (2008) approved the creation of a national CSR policy to encourage ethical behaviour in Nigerian enterprises. Dr. Sanusi Doggesh, minister of the National Planning Commission, explained that the memorandum related to organisations adopting ethical business practices to improve society as a whole.
He stated that the policy would cover activities that go beyond the scope of the law and would need a commitment to giving back to society. He emphasised that the policy would cover corporate governance and ethics, health and safety
human rights, human resource management, and anti-bribery and anti-corruption measures. One expects policymakers to take note of such worldwide policies that could steer Nigeria in the direction of building a robust CSR policy.
Freidman remarked that “businesses should not take on any more obligations since it will impair the profit-making concentration and, maybe most crucially. Companies lack both the political and legal basis to engage in such societal activities (Andriot and McLntosh, 2001:15).
Others believe that corporate social responsibility (CSR) is “fashionable nonsense” (Overall, 2002:2). However, the corporate social responsibility programme has produced development that benefits many local populations in the Niger Delta.
Corporate social responsibility has the potential for both positive and bad outcomes. Yuodolo, 2009:536), which means that the majority of the benefits local communities receive from Shell’s corporate responsibility activities come at a cost to them.
1.2 Statement of the Problem
Corporate responsibility and organisational image, like many other management and social science topics, are riddled with definitional issues, making it impossible to analyse firms’ commitments to them on a consistent platform.
Musa (2008:540) sees a firm as nothing more than an instrument for achieving economic efficiency, cost reduction, and wealth maximisation, which is the traditional economists’ viewpoint.
Since many firms consider corporate social responsibility as a financial burden. This study looked at the benefits of adopting a corporate social responsibility strategy by corporations, utilising Julius Berger Nigeria Plc, Uyo as a case study.
The primary question had been the relationship between corporate social responsibility and organisational image. In which main areas of operations should the organisation develop a corporate social responsibility strategy?
What particular steps has the organisation taken to integrate the corporate social responsibility strategy into its operations? And how can the corporate social responsibility strategy be adjusted in order to enhance the organization’s image and performance?
Investments in corporate social responsibility and organisational image are wise investments; however, many organisations in this country regard corporate social responsibility as costly ventures and avoid it like the plague; others oppose this practice and see corporate social responsibility as a widely accepted problem-solving strategy.
1.3 Objectives of the Study
The overarching goal of this research is to assess the relationship between corporate social responsibility and organisational image in companies at Julius Berger Nigeria Plc, Uyo, and then use that information to draw a link between corporate social responsibility and company growth. The precise objectives listed below are derived from the broad aims stated above.
Determine the relationship between corporate social responsibility and organisational image.
To identify the primary areas in which Julius Berger Nigeria Plc develops its corporate social responsibility strategy.
To investigate how Julius Berger Nigeria Plc implemented corporate social responsibility strategy into its business operations.
To identify ways to improve the corporate social responsibility plan in order to improve the organization’s image.
1.4 RESEARCH QUESTIONS.
The following questions were prepared in an attempt to meet the above-stated aims.
To what extent have corporate social responsibility and organisational image influenced Julius Berger Nigeria Plc’s performance positively?
In what important areas of operations has Julius Berger Nigeria Plc developed its corporate social responsibility strategy?
What techniques has Julius Berger Nigeria Plc used to integrate the corporate social responsibility strategy into its operations?
How can Julius Berger Nigeria Plc strengthen its corporate social responsibility and organisational image to boost its performance?
1.5 Research Hypothesis
An hypothesis in research can be defined as a statement of fact that must be proven or tested in research; however, our primary goal is to determine whether there is a relationship between the independent and dependent variables. Thus, the appropriate null hypothesis (Ho) is associated with the alternative hypothesis (Hi).
Ho1: Corporate social responsibility does not have a substantial impact on organisational growth.
Ho2: Corporate social responsibility has a huge impact on the growth of an organisation.
1.6 SCOPE AND LIMITATION OF THE STUDY
This study focuses on Julius Berger Nigeria Plc’s corporate social responsibility and organisational image. It explored the impact of corporate social responsibility on the performance of Julius Berger Nigeria Plc.
The researcher investigates the key areas in which Julius Berger Nigeria Plc formulates its corporate social responsibility strategy, how the strategy could be integrated into the organization’s operations, and how corporate social responsibility could be improved, with the hope that the findings can be applied to other organisations.
However, the researcher was bound by a number of limited circumstances, including:
Finance: Due to the researcher’s low financial resources, the research study was confined to solely members and staff of the organization’s Uyo branch, as seen by the number of questionnaires administered.
Co-operation: The lack of cooperation by respondents is also a key hindrance to the research investigation. The majority of the data required for the research work were not made available, and as a result, the conclusions or this research report were limited to only the data provided to the researcher.
Limited Time: The time required to complete this academic task is just too short to conduct a comprehensive research investigation, especially in a large organisation like Julius Berger Nigeria Plc.
Facilities: A lack of adequate facilities may cause the researcher to postpone conducting research; these may no longer be the fastest stead in an organisation, implying that without appropriate facilities, the organisation may not be functioning properly.
1.7 Significance of the Study
Corporate social responsibility is a critical problem that must be addressed to ensure any organization’s long-term success. This study will be extremely beneficial to students, privately owned enterprises, and public corporations.
This study will be very important for directors, managers, and executive officers in all commercial organisations. The study will also benefit government agencies and research fellows.
The study will assist directors, managers, and executive officers in business organisations in discovering the true essence of corporate social responsibility, its operating principles, and how it can be used to improve organisational image both short and long term.
The study will assist them in determining how to collaborate effectively and conduct their firms ethically. For policies related to corporate social responsibility and organisational activities, identifying areas for improvement.
Finally, students, especially research fellows, will benefit greatly from the study’s recommendations for future investigations and publications. Furthermore, the study will seek to draw the attention of other researchers to the issues surrounding corporate social responsibility.
1.8 Definition of Terms
Corporate social responsibility is a business’s ongoing commitment to act ethically and contribute to economic development while improving the quality of life of employees and their families, as well as the local community and society as a whole.
Organisational image is the perception that diverse people have of an organisation. Such perceptions might stem from a variety of sources, depending on how well individuals understand the organisation.
Some perceptions are based on individual experiences and impressions of the organisation, while others are impacted by marketing and communication activities aimed at changing the organization’s image.
Image is crucial in an organisation because it may attract and retain relationships with diverse internal and external constituents. Organisational image is utilised differently in marketing and organisation studies;
while image in general refers to many external “others”‘ perceptions of the organisation, image has been used to analyse how consumers perceive the organisation and its product.
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