the effect of corporate social responsibility(csr
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THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY(CSR) ON
PROFITABILITY OF MULTINATIONAL COMPANIES. A CASE STUDY OF NESTLE
GHANA LIMITED
By
Emmanuel Ocran
PG3079509
A Thesis submitted to the Institute of Distance Learning, Kwame Nkrumah University of
Science and Technology in partial fulfillment of the requirements for the degree of
EXECUTIVE MASTERS OF BUSINESS ADMINISTRATION
OCTOBER 2011
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DECLARATION
I hereby declare that this submission is my own work towards the Commonwealth Executive
Masters of Business Administration (CEMBA) and that, to the best of my knowledge, it contains
no materials previously published by another person nor materials which has been accepted for the
award of any other degree of the university, except where due acknowledgement has been made in
the text.
Emmanuel Ocran ……………………… ..……………………….
PG3079509 Signature Date
Certified By:
Mr Samuel Kwesi Enninful ………….……………… ………………………..
(Supervisor) Signature Date
Professor I. K. Dontwi ………….……………… ………………………..
(Dean – KNUST - IDL) Signature Date
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ABSTRACT
The purpose of the paper is to understand the various CSR activities carried by multinational
companies (MNCs) in Ghana and how these CSR programmes impact of the company‘s
profitability. Hundred (100) questionnaires were administered by the researcher to staff of
Nestle Ghana, made up of top management staff, middle management staff and junior staff.
Out of the 100 questionnaires administered for the sample population of 100, eighty six
(86) were completed and retrieved. Five (5) questionnaires were distributed to selected
business partners of Nestle Ghana and all 5 respondents completed the questionnaires. Three
hundred (300) shoppers or customers were randomly interviewed face to face at some
selected shopping areas in Accra. The areas were Accra Mall, Kaneshie market and
Okaishie business areas. In all two hundred and fifty (250) shoppers were interviewed over a
period of three days (3) at the selected shopping centers. Secondary data for the study were
obtained from the internet, journals, financial statements of Nestle Ghana ltd and trade
journals such as the business and financial times. The Pearson Product Moment Correlation
coefficient table was used. From the result obtained the calculated r (rc) 0.49 is greater >
tabled value (rt) 0.21 thus, reject H0 and accept H1.This means that, the relationship is
significant at 55% confidence level. This confirms that there is a positive relationship
between Corporate Social Responsibility and profitability. From the study it also was clear
that most customers or shoppers are not aware on CSR and even understand the meaning.
The study was however, limited to finding out exactly how much in terms of monetary value
CSR programmes contribute to the overall profitability ratios of the companies. For
academic and industry discourse it is recommended that further study should be conducted
to establish the real value in monetary terms how much CSRs contribute to the organisations
profitability. Also further research should be conducted to quantify how much or to what
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degree these CSR programmes have impacted on the society and its corresponding value
generation for the company.
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DEDICATION
This work is dedicated to my loving family for their support and encouragement to the successful
completion of my course.
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ACKNOWLEDGEMENTS
I would like to give praise and thanks to the Almighty God for His guidance and protection
throughout my life and also seeing me through my studies.
I wish to express my gratitude to my supervisor Mr Samuel Kwesi Enninful who took time to read
and made the necessary criticisms, suggestions and corrections in the course of writing this thesis.
I am extremely grateful to Mr & Mrs John Serbe Marfo and the Achimota Study Group for their
support. Thank you very much and may God reward you abundantly.
Again my gratitude goes to my study mates namely, Hannah Tinkorang, Akosua Okrah and Ophelia
Osei.
Finally to Mr Desmond Quaye of Nestle Ghana Ltd and Nestle business partners like Fio Enterprise
who participated in the study, I am very grateful.
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Table of Contents
Cover Page
Certification Page……………………………………………………………………………….i
Abstract…………………………………………………………………………………………ii
Dedication………………………………………………………………………………………iv
Acknowledgement……………………………………………………………………………….v
Table of Contents……………………………………………………………………………….vi
List of Tables……………………………………………………………………………………ix
CHAPTER ONE - INTRODUCTION
1.1 Background Information………………………………………………………1
1.2 Statement of Research Problem………………………………………………..5
1.3 Research Objectives…………………………………………………………...6
1.4 Research Questions……………………………………………………………6
1.5 Justification for Study…………………………………………………………6
1.6 Scope and Limitation of Study ………………………………………………..6
1.7 Brief Methodology of Study…………………………………………………..7
1.8 Organisation of the Work……………………………………………………...7
CHAPTER TWO - LITERATURE REVIEW
2.1 Introduction………………………………………..…………………………..8
2.1 From Philanthropy to Corporate Responsibility………………………………10
2.2 Multinational Corporation…………………………………………………….12
2.3 Small and Medium-Sized Enterprises………………………………………....13
2.4 Size of organisation…………………………………………………………....14
2.5 CSR Practices………………………………………………………………….15
2.5.1 Government-linked corporations……………………………………………....15
2.5.2 Multinational corporations……………………………………………………..15
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2.5.3 Local Ghanaian Corporation…………………………………………………..16
2.6 Size of organisation and CSR practices……………………………………….16
2.7 Empirical Studies of CSR and Financial Performance…………………….….17
2.8 Measures of Corporate Social Responsibility………………………………....18
2.8.1 Measures of Financial Performance…………………………………………...19
2.9 Conclusions and Implications…………………………………………………19
2.10 Future Research…………………………………………………………….…20
2.11 Corporate Social Responsibility in Nestle Ghana……………………………..21
2.8 The Impact of Corporate Social Responsibility……………………………….23
CHAPTER THREE - RESEARCH METHODOLOGY
3.1 Introduction…………………………………………………………………….25
3.2 Research Design………………………………………………………………...25
3.3 Population and Sample Size…………………………………………………....25
3.4 Research Instrument…………………………………………………………….26
3.5 Validity of Research Instrument………………………………………………...26
3.6 Data Analysis Technique………………………………………………………..27
CHAPTER FOUR - DATA PRESENTATION, ANALYSIS AND INTERPRETATION
4.1 Introduction……………………………………………………………………..29
4.2. Data Presentation and Analysis………………………………………………….29
4.2 Questionnaire to Staff…………………………………………………………...29
4.2.1 Descriptive Statistics……………………………………………..…………….….29
4.2.2. Presentation and Analysis of research questions…………………………………37
4.3 Questionnaire to External
Stakeholders……………………………………………...46
4.4 Test of Hypothesis……………………………………………………………………56
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CHAPTER FIVE - SUMMARY, RECOMMENDATION AND CONCLUSION
5.0 Introduction……………………………………………………………………..61
5.1 Summary of Findings……………………………………………………………61
5.1.1 Findings – Profitability…………………………………………………………..61
5.1.2 CSR in the Community…………………………………………………………..62
5.1.3 Nestlé‘s Financial Commitment to CSR...............................................................62
5.1.4 Value Creation.......................................................................................................62
5.1.5 Customer Ignorance of CSR programmes……………………………………….62
5.2 CONCLUSION………………………………………………………………….63
5.3 RECOMMENDATION…………………………………………………………64
REFERENCES…………………………………………………………………………..66
APPENDIX I……………………………………………………………………………..69
APP ENDIX II……………………………………………………………………………71
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List of Tables
Table 4.1.1.1: Sex Distribution of Respondents……………………………………29
Table 4.1.1.2: Marital Status of Respondents………………………………………31
Table 4.1.1.3: Age Distribution of Respondents…………………………………….32
Table 4.1.1.4: Respondents‘ Job Levels……………………………………………..33
Table 4.1.1.5: Work Experience Distribution of Respondents………………………35
Table 4.1.1.6: Education Qualification Distribution of Respondents………………..35
Table 4.1.1.7: Professional Qualification Distribution of Respondents……………..37
Table 4.2.1.1: Respondents awareness on Nestle Ghana embarking on CSR………37
Table 4.2.1.2: Respondent responds to impact of the CSR projects/programme on the
community……………………………………………………………………………39
Table 4.2.1.3: Respondent responds about other benefits Nestle Ghana stands to gain
apart from profitability………………………………………………………………..39
Table 4.2.1.4: Respondent response to question 11…………………………………..41
Table 4.2.1.5: Respondent response to question 12…………………………………..42
Table 4.2.1.6 Respondent response to question 13……………………………………44
Table 4.2.1.7: Respondent response to question 14…………………………………...44
Table 4.2.1.8: Respondent response to question 15…………………………………...45
Table 4.3.1.1 Sex Distribution of Respondents……………………………………… 46
Table 4.3.1.2 Marital Status Distribution of Respondents…………………………… 46
Table 4.3.1.3 Age Distribution of Respondents……………………………………….47
Table 4.3.1.4: Corporate Relationship…………………………………………………47
Table 4.3.1.5 Level Of Transactions with Nestle Ghana………………………………48
Table 4.3.1.6: Respondents response to question 6…………………………………….48
Table 4.3.1.7: Respondents response to question 7…………………………………….49
Table 4.3.1.8: Respondent responds to Question 8 ……………………………………49
Table 4.3.1.9: Respondents response to question 9…………………………………….50
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Table 4.3.1.10: Respondents response to question 10……………………………….…51
Table 4.3.1.11: Respondents response to question 11………………………………….51
Table 4.3.1.12: Respondents response to question 12………………………………....52
Table 4.3.1.13: Respondents response to question 13………………………………….53
Table 4.4.1.1: Sex Distribution of Respondents……………………………………….53
Table 4.4.1.2 Customers responds on benefits of CSR………………………………...54
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CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND INFORMATION
Corporate Social Responsibility (CSR) as a concept entails the practice whereby
corporate entities voluntarily integrate both social and environment upliftment in their
business philosophy and operations. A business enterprise is primarily established to
create value by producing goods and services which society demands. The present-day
conception of corporate social responsibility (CSR) implies that companies voluntarily
integrate social and environmental concerns in their operations and interaction with
stakeholders. The notion of CSR is one of ethical and moral issues surrounding corporate
decision making and behaviour, thus if a company should undertake certain activities or
refrain from doing so because they are beneficial or harmful to society is a central
question. Social issues deserve moral consideration of their own and should lead
managers to consider the social impacts of corporate activities in decision making.
Today, managers of Multinational Companies(MNCs) have found a need that the
environment in which they operate should be provided for because their intermediate and
macro environments have a direct impact on the attainment of the corporate goals,
objectives and mission statement. The purpose of all Profit-making organizations, and
even the non-profit making organizations, is to maximize profit and in turn minimize
cost, through optimal utilization of available resources to achieve the best results they are
capable of. Profitability is an important factor to all MNCs, because it is one of the major
purpose for which the MNCs are established.
CSR involves a business identifying its stakeholder groups and incorporating their needs
and values within the strategic and day-to-day decision-making process, thus a means of
analyzing the inter-dependent relationships that exist between businesses, the economic
systems and the communities within which they are operating. CSR is a means of
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discussing the extent of obligations a business has to its immediate society; a way of
proposing policy ideas on how those obligations can be met; as well as a tool by which
the benefits to a business for meeting those obligations can be identified (CSR Guide).
CSR is also referred to as ‗corporate‘ or ‗business responsibility‘, ‗corporate‘ or ‗business
citizenship‘, ‗community relations‘, ‗social responsibility‘. It involves the way
organisations make business decisions, the products and services they offer, their efforts
to achieve an open and honest culture, the way they manage the social, environmental
and economic impacts of business activities and their relationships with their employees,
customers and other key stakeholders having interest in the Business and its operations.
The motivations to engage in CSR are varied – response to market forces, globalization,
consumer and civil society pressures, corporate objectives, etc. The activities of these
firms are therefore visible because of their global reach. As such, there is a higher
incentive to protect their brands and investments through CSR. The CSR activities in this
sector are mainly focused on remedy the effects of their business activities on the local
communities. So, the firms operating in this sector have often provided pipe-borne
waters, hospitals, schools, etc.
The MNCs seek to conduct CSR so that they meet their financial, social and
environmental responsibilities in an aligned way. At its core, it is simply about having a
set of values and behaviours that underpin its everyday activities, its transparency, its
desire for fair dealings, its treatment of people, its attitudes towards and treatment of its
customers and its links into the Community. As a result, the environmental aspect of CSR
is seen as the duty to cover the environmental implications of the company‘s operations,
products and facilities; eliminate waste and emissions; maximize the efficiency and
productivity of its resources; reward for externalities and minimize unethical practices
that might adversely affect the enjoyment of the country‘s resources by future
generations. In the emerging global economy, where the internet, the news media and the
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information revolution shed light on business practices around the world, companies are
more frequently judged on the basis of their environmental stewardship (CIBN). Partners
in business and consumers want to know what is inside a company. This transparency of
business practices means that for MNCs, CSR is no longer a luxury but a requirement.
Mazurkiewicz (2004) recognized the concept has been developing since the early 1970s;
there is no single, commonly accepted definition of ―Corporate Social Responsibility‖
(CSR). There are different perceptions of the concept among the private sector,
governments and civil society organizations. Depending on the perspective, CSR may
cover:
a) A company running its business responsibly in relation to internal stakeholders
(shareholders, employees, customers and suppliers);
b) The role of business in relationship to the state and nationally, as well as to global
institutions or standards; and
c) Business performance as a responsible member of the society in which it operates and
the global community.
The first perspective includes ensuring good corporate governance, product
responsibility, employment conditions, workers rights, training and education. The
second includes corporate compliance with relevant legislation, and the company‘s
responsibility as a taxpayer, ensuring that the state can function effectively.
The third perspective is multi-layered and may involve the company‘s relations with the
people and environment in the communities in which it operates, and those to which it
transact business. Too often, attaining CSR is understood from the perspective of
business generosity to community projects and charitable donations, but this fails to
capture the most valuable contributions that a company has to make (Reyes 2002).
CSR is seen by leadership companies as more than a collection of discrete practices or
occasional gestures, or initiatives motivated by marketing, public relations or other
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business benefits. Rather, it is viewed as a comprehensive set of policies, practices and
programs that are integrated throughout business operations, and decision-making
processes that are supported and rewarded by top management‖.
Simply, many companies have found that CSR has often had a positive impact on
corporate profits. Of all the topics related to corporate social responsibility, it is
environmental initiatives that have produced, so far, the greatest amount of quantifiable
data linking proactive companies with positive financial results. Corporate Social
Responsibility in fast moving consumer goods(FMCG) sector would be aimed towards
addressing the peculiarity of the socio-economic development challenges of the country
(e.g. poverty alleviation, health care provision, infrastructure development, education,
etc) and would be informed by socio-cultural influences (e.g. communalism and charity).
They might not necessarily reflect the popular western standard or expectations of CSR
(e.g. consumer protection, fair practice, green marketing, climate change concerns, social
responsible investments, etc) as a result of the effect of the global economic meltdown.
Companies are assumed to be socially responsible because they anticipate a benefit from
these actions. Examples of such benefits might include reputation enhancement, the
ability to charge a premium price for its output, or the use of CSR to recruit and retain
high quality workers. These benefits are presumed to offset the higher costs associated
with CSR, since resources must be allocated to allow the firm to achieve CSR status,
while a key indicator to determine the true worth and value of modern organizations is
their ability to give back to the society part of their income through some mutually
beneficial initiatives (Nkanbra and Okorite, 2007). There is no doubt that CSR is
becoming indispensable, though involuntary, in the contemporary business world as
societal needs are making it imperative for the corporate organisations to be sensitive to
happenings in their environment, which ensure more understanding and good relationship
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between the organisation and the society they exist, since CSR contributes to the
wellbeing of the citizenry (Osho 2008).
1.2 STATEMENT OF RESEARCH PROBLEM
With the new ―competent and competitive players,‖ the Ghanaian FMCG system is now
driven by advanced competition brought about by globalization, deregulation of financial
services, recent replacement of some MNCs‘ Chief Executives, astronomical
development in Information and Communication Technology (ICT), among others, to
render services according to cost-benefit criteria. This has affected MNCs customers'
habits as well, while the increasing demands for clear and hard facts about the social and
environmental performance of MNCs by an increasingly well-informed breed of
stakeholders have made corporate social responsibility (CSR).
MNCs in Ghana perceive and practice Corporate Social Responsibility as a corporate
philanthropy aimed at addressing socio-economic development challenges. But then what
impact does this have on the profitability of the organisation?
It is against this background that, there is the need to find out how CSR impact on the
profitability of the MNCs especially, Nestle Ghana Ltd.
1.3 RESEARCH OBJECTIVES
The general objective of this study is to examine the effect of Corporate Social
Responsibility of Nestle Ghana on its profitability. But specifically, the study sought to
achieve the following objectives:
1. To find out how Nestle Ghana carry its CSR as a major partner in the fast moving
consumer goods(FMCG) industry.
2. To find out the challenges of Nestle in practicing of its CSR programmes.
3. To investigate whether Corporate Social Responsibility guarantee customers‘
confidence and security of depositor‘s fund.
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1.4 Research Questions
1. How does Nestle Ghana embark on Corporate Social Responsibility?
2. What challenges does Corporate Social Responsibility impose on Nestle Ghana?
3. Does Nestle Ghana‘s Corporate Social Responsibility guarantee the customers‘
confidence level in the organisation?
1.5 JUSTIFICATION FOR THE STUDY
The study is expected to make contribution to knowledge in the following areas:
Provide information about CSR in relation to corporate institution especially the FMCG
sector. It is also to be a fundamental material for scholarly discourse in management
science relating to Corporate Social Responsibility. The study will provide information
on the impact of CSR on the profitability of MNCs operations in Ghana. Finally, the
research work will provide information on the challenges of CSR in the fast moving
consumer good(FMCG) sectors with recommendations.
1.6 SCOPE AND LIMITATION OF THE STUDY
The study is focused on the headquarters of Nestle Ghana. It critically examines what
impact Corporate Social Responsibility has on the profitability of Nestle Ghana for the
period 2008-2010. However the study is limited to finding out how much in monetary
terms Nestle commits to towards corporate social responsibility programmes yearly.
1.7 BRIEF METHODOLOGY OF THE STUDY
Primary data was used through the administering of questionnaires to respondents at Nestle
Ghana Limited, Customers, Nestle Business partners and shoppers in general.
The study population is very large, so 100 respondents were selected from the top level
management, middle level management and the supervisors which is a good representation
of the population based on stratified sampling. This cuts across the various departments in
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the organisation such as corporate affair department, customer services department, retail
department, marketing department and others. Again 300 shoppers/customers were selected
through random sampling. Finally, 5 business partners of Nestle were also interviewed
through administering of simple structured questionnaires for their response in relation to
the study.
1.8 ORGANISATION OF THE WORK
This work is organized and presented in five chapters. Chapter one covered the background
information to the study, objectives of the study, the research questions, significance of the
study as well as the limitations of the study. Chapter two looked at the review of literature
on the subject. This is a review of books, papers, publications of earlier writers on the topic
or similar to that. Chapter three did an appraisal of Nestle Ghana and their operations, it
discussed the methods of collecting the data into details. Chapter four analyzed and
discussed the data collected for the study. Finally, chapter five discussed the findings,
conclusions and recommendations for addressing the problems identified in the study.
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CHAPTER TWO
LITERATURE REVIEW
2.0 INTRODUCTION
CSR as defined by European Commission (2001) is ―a concept whereby companies
integrate social and environmental concerns in their business operations and in their
interaction with their stakeholders on a voluntary basis‖ following increasingly aware that
responsible behaviour leads to sustainable business success. CSR is about managing change
at company level in a socially responsible manner which can be viewed in two different
dimensions:
a) Internal – socially responsible practices that mainly deal with employees and related to
issues such as investing in human capital, health and safety and management change, while
environmentally responsible practices related mainly to the management of natural
resources and its usage in production.
b) External – CSR beyond the company into the local community and involves a wide
range of stakeholders such as business partners, suppliers, customers, public authorities and
NGOs that representing local communities as well as environment. A company should
focus on areas such as economic, environmental and social when developing sustainability
strategy (Szekely & Knirsch 2005). Sustainability strategy development can be based on
legitimacy, economic and social theories. These theories explain social disclosures pattern
by organisations (Haniffa & Cooke 2005). Thus, CSR practices can be based on the these
three strategies.
Legitimacy theory is whereby corporate social disclosures were motivated by the corporate
need to legitimise activities (Hogner 1982). This is where corporate management will react
to community expectations (Guthrie & Parker, 1989). Thus, companies are expected to
carry out activities that are acceptable by the community. Legitimacy also implies that
companies will take cautious to ensure their activities and performance acceptable to the
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community given a growth in community awareness (Wilmshurst & Frost 2000). Corporate
social disclosure can be used to appease some of the concerns of the relevant publics and
also as a proactive legitimation strategy to obtain continued inflows of capital and to please
ethical investors (Haniffa & Cooke 2005).
Economic theory reflects the degree of association of CSR and financial performance by
taking consideration of cost-related advantages, market advantages and reputation
advantages (Chamhuri & Wan Noramelia 2004). In the business, CSR is concerned with
employment, lifelong learning, consultation and participation of workers, equal
opportunities and integration of people towards restructuring and industrial change.
Basically, the formation of policies is influenced by the authority employment strategies,
the initiative on social responsible restructuring, the initiatives to promote quality and
diversity in the workplace and health and safety strategy.
The social issues include the benefits offered in terms of training related to safety, health
and environment, donations, education scheme, medical benefits and others. (Chamhuri &
Wan Noramelia 2004). Environmental issues emphasize on preserving and conserving
natural resources such as conducting recycling activities, noise reduction action plan to
pursue noise improvement initiatives, water and process treatment and compliance with
authority regulations and requirements. Many enterprises recognized the importance of
their responsibilities towards the environment and take them seriously by setting targets for
continually improving their performance. CSR social activities may include charitable
contributions to local and national organisations such as fundraising, donations and gifts in
areas where it trades and others like regeneration of deprived communities, reclamation of
derelict land and creation of new regeneration jobs. Development of strategies and
programmes on social and environmental issues enabled firms to gain close relationship
with community. Firms could take initiatives by conducting campaigns, seminars,
workshops and giving donation to the society. This way enables a company to meet its CSR
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commitment and indirectly acts as a marketing and promotional strategy. As the result,
higher market share can be obtained, which lead to higher revenues from larger sales. The
CSR‘s policy implementation in business can also be influenced by fair commercial
practices such as advertising, aggressive marketing and after-sales services between
businesses and customers.
Policies, strategies and programmes that are associated with social activities can be used to
indicate the level of CSR‘s commitment of an organisation. Organisations too, need to meet
the customer‘s demand and expectations. Today, buying behaviour is changing whereby
consumers have increasingly required information and reassurance interests on the
environmental and social concerns. As to maintain good relationship and attract more
customers, enterprises are taking initiatives to fulfill the demand of providing such
information. For instance, eco-labelling is a way of communicating organization‘s social
responsibility to public. Besides, CSR is also concerned with employment, lifelong
learning, consultation and participation of workers, equal opportunities and integration of
people towards restructuring and industrial change. Employees who feel protected and
appreciated will increase their productivity in production and thus, achieving economies of
scale.
2.1 From Philanthropy to Corporate Responsibility
The practices of philanthropy has been evolved from the day business existed in this world
until today. The main reason for a company to exist is to create profit. Making profits are
nothing wrong but the way used to derive such profits are of concerned. Before 1970,
basically, corporate share its profit with the community through philanthropic activity. In
other word, CSR is after-profit obligation. If let say, companies are not profitable they do
not have to behave responsibly. This impact is even worse during severe economic
depression or when an organisation is managed by unethical, short-term thinking managers
that would lead to societies having no choice and accepting discrimination, child labour,
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pollution and dangerous working conditions. Another debate arises in this approach is if
companies are just being good and donating a lot of money to social initiatives then they
will be wasting shareholders' money. That is not sustainable in the long-run, and
shareholders will quickly lose interest. Thus, during 1970 to 1990, organisation had shifted
from sharing profits with the community as a soft approach of philanthropy to the hard
approach by using philanthropy for the purpose of profit-making. CSR is perceived as a
public relation tool in improving an organisation image and performance. CSR is also
performed for mitigating adverse impacts of an organisation onto environment and society
such as those in the oil and gas industry. While philanthropy does little or nothing to help
companies make profits, CSR activities are linked to improving a company's bottom line.
Therefore, during 1990 to 2001 period, embedding socially responsible principles in
corporate management has become a corporate obligation. CSR is increasingly being
embedded into the corporate mission, strategy and actions of organisations.
For a long term survival, CSR has been adopted as a corporate routine. Strategic CR is
whereby an organisation achieves sustainabilility in such a way that its CSR actions have
become part and parcel of the way in which a company carries out its business. Its links to
the bottom line of a company has been laid out clearly simply because, if it does not
contribute to the bottom line, it will eventually be rejected by other stakeholders of the
organisation.
A government linked corporation (GLC) is a corporate entity that may be a private or
public listed on a stock exchange in which an existing government owns a stake using a
holding company. There are two main definitions of GLCs, which are dependent on the
proportion of the corporate entity a government owns. One definition suggests that a
company is classified as a GLC if a government owns an effective controlling interest or
more than 50%, while the second definition suggests that any corporate entity that has a
government as a shareholder is a GLC (Wikipedia 2005). GLC is different from
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government-owned corporation in terms of holding power by the government.
Government-owned corporation is a legal entity created by a government to exercise some
of the government‘s powers. It may resemble a not-for-profit corporation as it has no need
or goal of satisfying the shareholders with return on their investment through price increase
or dividends (Wikipedia 2005). Though the practice of CSR is still in the early stage the
concept has been much appreciated by most of the government-linked corporations. The
practice has been increasingly important as a strategy towards sustainable business
development. In general, the aim of government-linked corporation is to improve the living
of Ghanaian and contributes towards nation development. They uphold the principle of
giving back to community. The profits they earned are not only for the companies‘ benefits,
but also for the nation as a whole. The strategies and programmes undertaken vary
accordingly but with one goal that is to improve and enhance the quality of life in terms of
safety, health and environment.
2.2 Multinational Corporation
Multinational corporations are companies or enterprises that operate in a number of
countries and have production or service facilities outside the country of its origin. While
still maintaining a domestic identity and a central office in a particular country, the aim is
to maximize profits on a worldwide basis. As world is encouraging on international
business, therefore, multinational corporations are among the major participants in business
activities.
Most multinational companies that were established in Ghana have interesting business
philosophies on CSR. They started with business philosophy as a principal and guideline
towards CSR‘s implementation. Though companies came from various nature of
businesses, their aimed are similar which is to recognize the need of making business
decisions that demonstrate economic, social and environmental responsibilities for the
stakeholders which consist of employees, community, business partners, suppliers,
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customers, government and shareholders. These companies bring benefits to society
through wealth generation, employment, skill development and transfer and community
initiatives. The words they committed are evident by the policies, strategies and innovative
programme with further establishment and improvement on the social, economic and
environmental issues. There are various policies, strategies and programmes which have
been implemented by multinational companies that can be shared and useful as an
acknowledgement of CSR‘s practices in the business and thus, continuously contributing to
the sustainable development. Among the best practice of CSR can be reflected by the
strategies, which differs by environmental and social scopes.
2.3 Small and Medium-Sized Enterprises
Small and medium-sized enterprises (SME) play an important role in Ghanaian Economy.
The term SME is also synonymous to small and medium-sized industries (SMI). SMEs are
the engine of economic growth which also representing the key source of endogenous
growth. SMEs are also the impetus for the country‘s broad based economic development.
The Ghanaian government has given a priority on development of SMEs. In Ghana, SME is
usually in the form of private limited company, partnership and sole-proprietorship. There
is no standard definition of SMEs in Ghana. However, the Association of Ghana
Industries(AGI) define SME based on the number of employees, amount of capital, total
assets and sales turnover. SMEs can be categorized into three broad sectors namely
manufacturing, agriculture and services. SMEs in Ghana are defined in terms of annual
sales turnover or its number of full-time employees. Since SMEs are a part of business
entities populations in Ghana, therefore, their contributions towards society should be taken
into considerations. Limited capacity, money and other resources may hinder SMEs from
adopting CSR into their business operations. SMEs might have adopted CSR at some level
of implementation, but this is however, need to be verified in the study. Social
26
responsibility is usually done in an informal way and sometimes unconsciously by SMEs. It
could be the terminology or definition of CSR itself that could hinder SMEs from truly
understands and engages in CSR (Jenkins 2005). CSR tools such as codes of conduct and
supply chain standards are usually excluding SMEs in developing countries (Fox 2005).
Therefore, there should be new ways in making CSR to be more relevant for SMEs. Jenkins
(2004) found that SMEs feel most pressure and influence on CSR matters from customers
and employees and barriers to CSR are time and money. Time, resources and delivery
pressures are often preventing SMEs in getting involved in what they see as new activities
(smekey.org). A recent study on social responsibility among SMEs in Ghana as
commissioned by the ACCA concluded that ―SMEs are more concerned with profitability
and less concerned with the impact of their operations on the community, customers and
employees.‖ (Tay 2006).
The commonly perceived barriers for SMEs in getting involved with CSR are:
1. Lack of time
2. Lack of motivation
3. Insufficient resources and capabilities
4. Not knowing how to encourage in social responsibility or inability to see suitable
Opportunity.
5. Not feeling in touch with local needs
6. Perception that community involvement is not related to business
Studies about SME practices in CSR are still inconclusive and limited.
2.4 Size of organisation
Haniffa & Cooke (2005) found that size of organisation influences the level of corporate
disclosure in the annual report. Large organisations undertake more activities and have
greater impact on society. Besides, larger organisations are susceptible to scrutiny by
27
various groups in society and thus, face greater pressure to disclose their social activities in
order to be legal and socially responsible (Cowen et al. 1987). In their study, Haniffa &
Cooke (2005) used total assets as proxy for size of organisation. Besides, size of
organisation can also be defined based on SMIDEC‘s (2006) definitions which use number
of full-time employees besides of annual sales turnover to differentiate between SMEs scale
and their nature of business. The discussion revealed the findings behind the results of
study.
2.5 CSR practices
The extent of CSR practices is compared among different organizational listing status.
These include government-linked corporations (GLC), multinational corporations (MNC),
local Ghanaian corporations (GC) and small and medium-sized enterprises (SME).
2.5.1 Government-linked corporations
Study found that GLC has a significant high policy adopted for workplace. Being
increasingly important as a strategy towards sustainable business development, CSR
practices by GLC are aimed to improve Ghanaian living and to ensure national
development. CSR is held as the principle of giving back to the society by contributing
profits generated for nation enhancement. Therefore, it can be seen that the motives for
GLC doing CSR is not far apart from its philanthropy reason.
2.5.2 Multinational corporations
MNC started with business philosophy as a principal and guideline towards CSR
implementation and would like to demonstrate economic, social and environmental
responsibilities that benefiting its stakeholders.
28
By operating in more than one country, MNC imposes greater impact and faces massive
pressures from more stakeholders. Countries whereby its people are highly socially
responsible may demand more CSR practices by MNC. Therefore, best CSR practices
initiated in countries in which CSR is an obligation and subjected to legal actions for non-
conformance might be adapted into the operation of MNC in other countries. This may
suggest the reason of high commitment exhibited by MNC as compared to other
organizational listing status in Ghana. In environmental policy, MNC leads other
organisations for almost the same reason for its highest commitment reported. Facing
pressures from environmental groups and government in some other countries, MNC
prefers the safe side by ensuring its operations has a minimal impact to the environment.
These practices are adopted as part of its environmental and safety practices in other
regional counterparts. Overall, it can be concluded that apart from philanthropic means,
MNC seems to avoid legal actions for non-conformance in CSR. Having good image is
posed as a motive by MNC by appeal pleasingly to various interest groups. Therefore,
MNC is found to be an excellent CSR performer.
2.5.3 Local Ghanaian Corporation
Currently, there are not many studies done on measuring the extent of CSR practices
among local companies.
2.6 Size of organisation and CSR practices
The extent of CSR practices varies among different size of industry. Larger organisations
tend to demonstrate more CSR activities rather than smaller organisation and is in
agreement with related findings by other researchers (Cohen et al. 1987; Haniffa & Cooke
2005). The reason behind this is larger organisations face greater pressure from society to
behave socially responsible and have greater impact on society. Besides, larger
29
organisations usually have better financial positions and thus, enable a considerable
numbers of CSR activities. Therefore, it can be concluded that larger organisation is usually
undertaking more CSR activities in order to remain responsible and sustainable.
2.7 EMPIRICAL STUDIES OF CSR AND FINANCIAL PERFORMANCE
According to Margolis and Walsh (2002), one hundred twenty-two published studies
between 1971 and 2001 empirically examined the relationship between corporate social
responsibility and financial performance. The first study was published by Narver in 1971.
Empirical studies of the relationship between CSR and financial performance comprise
essentially two types. The first uses the event study methodology to assess the short-run
financial impact (abnormal returns) when firms engage in either socially responsible or
irresponsible acts. The results of these studies have been mixed. Wright and Ferris (1997)
discovered a negative relationship; Posnikoff (1997) reported a positive relationship, while
Welch and Wazzan (1999) found no relationship between CSR and financial performance.
Other studies, discussed in McWilliams and Siegel (1997), are similarly inconsistent
concerning the relationship between CSR and short run financial returns.
The second type of study examines the relationship between some measure of corporate
social performance (CSP) and measures of long term financial performance, by using
accounting or financial measures of profitability. The studies that explore the relationship
between social responsibility and accounting-based performance measures have also
produced mixed results. Cochran and Wood (1984) located a positive correlation between
social responsibility and accounting performance after controlling for the age of assets.
Aupperle, Carroll, and Hatfield (1985) detected no significant relation between CSP and a
firm‘s risk adjusted return on assets. In contrast, Waddock and Graves (1997) found
significant positive relationships between an index of CSP and performance measures, such
as ROA in the following year. Studies using measures of return based on the stock market
30
also indicate diverse results. Vance (1975) refutes previous research by Moskowitz by
extending the time period for analysis from 6 months to 3 years, thereby producing results
which contradict Moskowitz and which indicate a negative CSP/CFP relationship.
However, Alexander and Buchholz (1978) improved on Vance‘s analysis by evaluating
stock market performance of an identical group of stocks on a risk adjusted basis, yielding
an inconclusive result.
2.8 Measures of Corporate Social Responsibility
Determining how social and financial performances are connected is further complicated by
the lack of consensus of measurement methodology as it relates to corporate social
performance. In many cases, subjective indicators are used, such as a survey of business
students (Heinze, 1976), or business faculty members (Moskowitz, 1972), or even the
Fortune rankings (McGuire, Sundgren, and T. Schneeweis 1988; Akathaporn and McInnes,
1993; Preston and O‘Bannon, 1997). Significantly, it is unclear exactly what these
indicators measure. In other cases, researchers employ official corporate disclosures—
annual reports to shareholders, CSR reports, or the like. Despite the popularity of these
sources, there is no way to determine empirically whether the social performance data
revealed by corporations are under-reported or over-reported. Few companies have their
SCR reports externally verified. Thus, information about corporate social performance is
open to questions about impression management and subjective bias. Still other studies use
survey instruments (Aupperle, 1991) or behavioral and perceptual measures (Wokutch and
McKinney, 1991). Waddock and Graves (1997) drew upon the Kinder Lydenberg Domini
(KLD) rating system, where each company in the S& P 500 is rated on multiple attributes
considered relevant to CSP. KLD uses a combination of surveys: financial statements,
articles on companies in the popular press, academic journals (especially law journals), and
government reports in order to assess CSP along eleven dimensions1. Based on this
31
information, KLD constructed the Domini 400 Social Index (DSI 400), the functional
equivalent of the Standard and Poors 500 Index, for socially responsible firms.
2.8.1 Measures of Financial Performance
Although measuring financial performance is considered a simpler task, it also has it
specific complications. Here, too, there is little consensus about which measurement
instrument to apply. Many researchers use market measures (Alexander and Buchholz,
1978; Vance, 1975), others put forth accounting measures (Waddock and Graves 1997;
Cochran and Wood 1984) and some adopt both of these (McGuire, Sundgren, Schneeweis,
1988). The two measures, which represent different perspectives of how to evaluate a
firm‘s financial performance, have different theoretical implications (Hillman and Keim,
2001) and each is subject to particular biases (McGuire, Schneeweis, & Hill, 1986). The
use of different measures, needless to say, complicates the comparison of the results of
different studies. In other words, accounting measures capture only historical aspects of
firm performance (McGuire, Schneeweis, & Hill, 1986). They are subject, moreover, to
bias from managerial manipulation and differences in accounting procedures (Branch,
1983; Brilloff, 1972). Market measures are forward looking and focus on market
performance.
2.9 CONCLUSIONS AND IMPLICATIONS
There is an extensive debate concerning the legitimacy and value of being a socially
responsible business. There are different views of the role of a firm in society and
disagreement as to whether wealth maximization should be the sole goal of a corporation.
Most people identify certain benefits for a business being socially responsible, but most of
these benefits are still hard to quantify and measure. Arguments exist that support the view
that firms which have solid financial performance have more resources available to invest
in social performance domains, such as employee relations, environmental concerns, or
community relations. Financially strong companies can afford to invest in ways that have a
32
more long-term strategic impact, such as providing services for the community and their
employees. Those allocations may be strategically linked to a better public image and
improved relationships with the community in addition to an improved ability to attract
more skilled employees. On the other hand, companies with financial problems usually
allocate their resources in projects with a shorter horizon. This theory is known as slack
resources theory (Waddock and Graves, 1997). Other arguments propose that financial
performance also depends on good or socially responsible performance. According to
Waddock and Graves (1997), meeting stakeholder expectations before they become
problematic indicates a proactive attention to issues that otherwise might cause problems or
litigation in the future. Furthermore, socially responsible companies have an enhanced
brand image and a positive reputation among consumers; they also have the ability to
attract more accomplished employees and business partners. Socially responsible
companies also have less risk of negative rare events. Companies that adopt the CSR
principles are more transparent and have less risk of bribery.
2.11 FUTURE RESEARCH
Future research in this area could proceed in a number of directions. First, more extensive
studies are needed to explore the causal mechanisms linking CSR to profitability and to
determine whether or not those relationships hold consistently over time. The source of the
connection between CSR and profitability has rarely been systematically investigated. It is
also important to position the timing in the relationship, since it would be valuable to
investigate and to ascertain how long it takes for the impact of CSR on financial
performance to be revealed. For the above to be realized, more data on CSR should become
available. The reliability of the CSR data is also an important issue, as data from different
sources have significant differences regarding how to evaluate the CSR performance of a
firm.
33
2.12 Corporate Social Responsibility in Nestle Ghana.
Long before such activities became popularly known as Corporate Social Responsibility
(CSR) and long before it became essential for companies to engage in CSR as part of
their brand building agenda, Nestle Ghana have been making regular, substantial
contributions to the wellbeing of grassroots communities and Ghanaians.
Nestle 's CSR strategy reflects their commitment to being socially, economically, and
culturally responsible. With a resolve to provide sustainable solutions to the diverse
developmental challenges that Ghanaians encounter on various fronts, the Organisation
pursues constructive engagements and mutual partnerships with the recipient
stakeholders, through a user-defined needs identification system.
Nestle 's CSR is accentuated by sustained aspiration to lead the industry by example not
just in the provision of the best products, services and developmental assistance for
promoting the individual and common good, but also in maintaining the highest standards
of corporate governance, accountability and responsiveness to their internal and external
stakeholders.
Nestle organization‘s CSR initiatives, have provided targeted support for education and
youth development, grassroots sports development, healthcare, arts and culture,
entrepreneurial and economic development, as well as sustainability of the environment.
Fig 2.1: Nestle in the society
Source: Community.Nestle.com.
34
Nestlé agronomist Klutse Kudomor (left) with farmer Nefisa Abdulai, whose grain is checked for mycotoxin
levels at our infant cereal factory in Tema, Ghana (above).
A CHF 36.2 million investment in Cerelac infant cereal production plant in Tema, Ghana,
will double its production capacity and foster rural development by sourcing more locally
produced rice, wheat, flour and sugar from local Ghanaian suppliers.
Nestlé‘s sustainable agriculture strategy is designed to ensure a steady supply of safe, high-
quality agricultural commodities and allow rural communities to increase their income as a
result. One of Nestle‘s priorities in this area is to reduce the high levels of mycotoxins in
cereals, dried fruits and nuts from Central and West Africa, as this natural, fungus-based
contamination can cause immune suppression, impaired development in children and liver
damage in both humans and animals. Up to 30% of cereal crops are lost to contamination,
caused largely by the humid environment and poor drying and storage practices.
Locally produced cereal grains and legumes (beans, peas, etc) are important to our
business, and particularly for our breakfast cereal brands like Golden Morn, Cerelac and
Cerevita. Our Central and West Africa business therefore launched the Grains Quality
Improvement Project, in conjunction with the International Institute of Tropical Agriculture
(IITA) in Benin, to reduce mycotoxin contamination levels in Côte d‘Ivoire, Ghana and
Nigeria by 60%.
This reduction will be achieved through a combination of:
toxin-reduction strategies such as good agricultural and storage practices, developed in
co-operation with national extension partners;
capacity-building training sessions from Nestlé agronomists;
raising awareness of the health implications of contaminated grains among agricultural
extension officials, food companies, retailers, transporters and wholesalers;
35
paying price premiums to farmers for mycotoxin-free produce.
In 2008/09, 10 000 trained farmers produced grains with mycotoxin levels within Nestlé
standards (four parts per billion) and in 2010, the number rose to 30 000 farmers. The
management and control of mycotoxins is supported by an awareness campaign and greater
stakeholder dialogue, delivered through leaflets, newsletters and even pictorial guides for
illiterate farmers, which are intended to make food companies, retailers and wholesalers, as
well as farmers, more aware of the health implications of mycotoxin contamination.
The 10 million trees will help to reduce deforestation by replacing 10 000 hectares of old
cocoa trees over a decade, each of which will yield three times more cocoa beans. The
potential of the propagated varieties is between 1.5 and 2.5 tonnes per hectare, and annual
farmers‘ income has the potential to rise from USD 480 per hectare to USD 1800.
Taken together, the potential yield, the technical training of more than 30 000 cocoa
farmers, the premiums paid for good quality and the social projects funded via The Cocoa
Plan will improve the social environment of farmers and increase the supply of better
quality beans to Nestlé‘s factories.
2.13 The Impact of Corporate Social Responsibility.
CSR is a required investment to create sustainable development for the business, because it
offers the companies (MNCs) an opportunity to bridge the ―trust gap‖ among different
stakeholders such as, government, customers, employees, suppliers, investors, and others.
Some of the impact of CSR includes:
To the company:
Ajala (2005) says: ―CSR programmes offer opportunity to build goodwill, affect corporate
image and reputation as a result of company‘s contribution to the welfare of the
36
community, either local or international‖. She added that CSR enhances growth of
investors‘ confidence in the company‘s shares.
A firm that consistently fulfil its social obligations makes itself a welcomed member of the
community and this may attract customer both home and aboard.
– Social and human pressure. These have induced contending demand and requests on
MNCs in the face of financial constraints. Today, the outlook of Ghanaian MNCs is no
more measured by, ―local standards‖, but by international standards. Often, the inability of
MNCs to satisfy these demands have resulted in disappointments and eventually to,
―organisation bashing‖;
– Inadequate information to the public on the modalities and essence of CSR as
– well as the achievements of MNCs in this regard. Many believe that MNCs are not
doing enough to improve the welfare of the public in view of the supposedly ―jumbo
profits‖ they make;
– Inability of MNCs to co-ordinate efforts and collaborate to execute CSR projects,
particularly the capital intensive ones, such as road construction.
37
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 INTRODUCTION
According to Oni (2003), research methodology is used to describe all the methods
involved in the collection of all information required for a study. This chapter contains
research design, population and sampling size, research instrument, validity and reliability
of data, measurement of variable, data analysis technique, limitations of the research
methodology of the study.
3.2 RESEARCH DESIGN
Research design is the structuring of investigation aimed at identifying variables and their
relationship to one another. This is used for the purpose of obtaining data to enable the
researcher test hypothesis or answer research questions. It is an outline or scheme that
serves as a guide to the researcher in his effort to generate data for his study. In this study,
the research design used is the survey design. A survey research design is one in which the
sample subject and variables that are being studied are simply being observed as they are
without any attempt to control or manipulate them (Ojo 2003). The survey research design
is aimed at discovering the inter-relationship between variables. Questionnaires was used as
the instrument of gathering information from knowledgeable respondents and also going
beyond the observation of the correlation between independent and dependent variables.
3.3 POPULATION AND SAMPLE SIZE
The study population is very large, so 100 respondents were selected from the top level
management, middle level management and the supervisors which should be a good
representation of the population based on stratified sampling. This cuts across the various
departments in the organisation such as corporate affair department, customer services
department, retail department, marketing department and others. Again 300 customers were
38
selected from customers through random sampling. Finally five(5) business partners of
Nestle were interviewed on face to face discussions to solicit their views on the subject of
the study. In all 405 respondents were used for the research.
3.4 RESEARCH INSTRUMENT
The instrument used for the collection of data for the purpose of this study were
questionnaires and face to face interviews. The questionnaires contain relevant questions
for the purpose of this study. The data obtained from completed questionnaires were
analyzed and used.
3.5 VALIDITY OF THE RESEARCH INSTRUMENT
To ensure that the study instrument is valid and reliable, as the quality of a research largely
depends on the quality of the instruments used and procedures of collecting the data since
the two essentials of a good research are validity and reliability, the researcher ensured that
the questions designed are based on the following guidelines:
The questions were formed in such a way as to make it easy for respondents to
understand them
The questions asked were as few in number as necessary to produce the information
required..
The questions required answers that were very straight forward and precise in
nature.
The questions are directly related to the information required.
The questions were such that could be answered honestly and without bias.
Since validity is the extent to which the instrument used measures what it was intended to
measure, the accuracy of a research instrument being reliable is whether the data collection
process is consistent and stable.
39
3.6 DATA ANALYSIS TECHNIQUE
The statistical techniques employed in analyzing data collected in this study are:
TABLES
Tables effectively order and summarize the quantitative data. They are used to arrange
facts and figures in columns and rows. These facts and figures can be systematically
examined. (Ojo, 2005)
PERCENTAGES
These are used in translating frequency counts into percentage. These percentages were
used to show the distribution of respondents according to their responses. (Ojo, 2005)
CORRELATIONAL ANALYSIS
The Pearson product-moment correlation coefficient (sometimes referred to as the
PMCC, and typically denoted by r) is a measure of the correlation (linear dependence)
between two variables X and Y, giving a value between +1 and −1 inclusive. It is used as
a measure of the strength of linear dependence between two variables. According to Ojo
(2005) PMCC is used to find out if there is any relationship between two variables. While
doing this, a variable is regressed to another variable.
When increase in variable X leads to an increase in variable Y; we say there is a positive
correlation. If vice versa it is negative. (Ojo, 2005)
Product moment correlation coefficient (r) is given as;
Where: r = Pearson‘s Product Moment correlation.
∑n= Number of pairs of values
X = Independent variable (CSR)
X = Mean of independent variable (CSR)
40
Y = Dependent variable (Profitability)
Y = Mean of dependent variable (Profitability).
Interpretation:
The correlation coefficient ranges from −1 to 1. A value of 1 implies that a linear
equation describes the relationship between X and Y perfectly, with all factors affecting Y
held constant for which Y increases as X increases. A value of −1 implies Y decreases as
X increases. A value of 0 implies that there is no linear correlation between the variables.
41
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND INTERPRETATION
4.1 INTRODUCTION
This chapter deals with presentation, analysis and interpretation of the data collected
from the field by means of questionnaire as well as those collected from secondary
sources (annual report) to show the impact of corporate social responsibility of the
profitability on multinational companies in Ghana.
4.2. DATA PRESENTATION AND ANALYSIS
4.2.1 QUESTIONNAIRE TO STAFF:
The table shows the suggested answer and the numbers of respondents with the
percentage of the respondent to each.
DESCRIPTIVE STATISTICS:
Section A
Table 4.1.1.1: Sex Distribution of Respondents
SEX FREQUENCY PERCENTAGE
MALE 155 47
FEMALE 200 53
TOTAL 355 100
Source-Field survey 2011
42
Graphical representation of the Nestle staff respondents
Fig: 4.1 Gender distribution of Nestle Staff (pie chart)
Source-Field survey 2011
Fig: 4..2 Gender distribution of Nestle Staff (bar chart)
Source-Field survey 2011
The table 4.1.1.1 reveals that 40 (47%) of the respondents are male while 46 (53%) are
females, indicating that the organization has a fairly favorable policy towards the
employment of women.
47%
53%
Gender Frequency (%)
male
female
36
38
40
42
44
46
male female
Gender Frequency - %
Frequency
43
Table 4.1.1.2: Marital Status of Respondents
MARITAL STATUS FREQUENCY %
SINGLE 31 36
MARRIED 42 49
DIVORCED 10 12
WIDOWED 3 3
TOTAL 86 100
Source- Field survey 2011
Fig: 4.3 Marital Status of Nestle Staff (bar chart)
Source-Field survey 2011
0
10
20
30
40
50
Marital Status
Frequency
%
44
Fig: 4.4 Marital Staff of Nestle Staff (pie chart)
Source-Field survey 2011
The table 4.1.1.2 reveals that 16 (35%) are single, 21 (46%) are married, 6 (13%) are
divorced and 3 (7%) are widowed out of the respondents.
Table 4.1.1.3: Age Distribution of Respondents
AGE BRACKET FREQUENCY %
16-25 12 14%
26-35 42 49%
36-45 25 29%
45 and above 7 8%
TOTAL 86 100%
Source- Field survey2011
18%
63%
15%
4%
Marital Status - %
single married divorced widowed
45
Fig: 4.5 Age distribution of Nestle Staff (bar chart)
Source-Field survey 2011
Fig: 4.6 Age distribution of Nestle Staff (pie chart)
Source-Field survey 2011
The table 4.1.1.3 reveals that 12(14%) of the respondent are within the ages of 15-25,
42(49%) are within the ages of 26-35, 25(37%) are within the ages of 36-45 and 7 (8%)
are within the ages of 45 and above..
Table 4.1.1.4: Respondents’ Job Levels
STATUS/POSITION FREQUENCY %
Low level manager 12 14
Middle level manager 67 78
0
10
20
30
40
50
16-25 26 -35 36 -45 above 45
Age Brackets Frequency - %
Frequency
%
14%
49%
29%
8%
Age Distribution Frequency (%)
16-25 26 -35 36 -45 above 45
46
Top level manager 7 8
TOTAL 86 100
Source- Field survey 2011
Fig: 4.7 Position distribution of Nestle Staff (bar chart)
Source- Field survey 2011
Fig: 4.8 Position distribution of Nestle Staff (pie chart)
Source- Field survey 2011
The table 4.1.1.4 reveals that 12 (14%) of the respondents are low level managers, 67
(78%) are middle level managers and 7 (8%) are Top level managers.
0
20
40
60
80
Lower level manager
middle level manager
top level manager
Position Frequency - %
Frequency %
14%
78%
8%
Position Frequency - %
Lower level manager middle level manager
top level manager
47
Table 4.1.1.5: Work Experience Distribution of Respondents
LENGTH OF TIME FREQUENCY %
Less than a decade 57 66
A decade and more 29 34
TOTAL 86 100
Source- Field survey 2011
The table 4.1.1.5 reveals that 57 (66%) respondents have less than a decade work
experience while 29(34%) have a decade and more work experience with Nestle Ghana.
The implies that information obtained from the questionnaire were from staff who have
gained sufficient experiences from Nestle Ghana, making the information reliable
Table 4.1.1.6: Education Qualification Distribution of Respondents
QUALIFICATION FREQUENCY %
SSCE 8 9
HND 20 24
B.sc 25 29
BA 12 14
MBA/M.sc 13 15
Others 8 9
TOTAL 86 100%
Source: Field survey 2011
48
Fig: 4.8 Work experience distribution of Nestle Staff (bar chart)
Source- Field survey 2011
Fig: 4.9 Work experience distribution of Nestle Staff (pie chart)
Source- Field survey 2011
0
5
10
15
20
25
30
Staff Qualifications
Frequency
%
10%
23%
29%
14%
15%
9%
Qualifications
SSCE
HND
BSC
BA
MBA/Msc
Others
49
This table 4.1.1.6 shows that 9% of the respondent have SSCE, 24% of the respondent
have HND, 29% of the respondents have B.Sc, 14% of the respondents have BA, 15% of
the respondent have MBA/M.sc and 8% have other qualification.
Table 4.1.1.7: Professional Qualification Distribution of Respondents
QUALIFICATION FREQUENCY %
ACA 18 21
CIM 22 26
ACCA 18 21
CIBN 15 17
Others 13 15
TOTAL 86 100%
Source- Field survey 2011
The table 4.1.1.7 reveals that 18 (21%) of the respondents have ACA, 22(26%) have
CIM, 18(21%) have ACCA, 15(17%) have CIBN and 13 (15%) of the respondents
possess other professional qualifications not listed.
4.2.2. PRESENTATION AND ANALYSIS OF RESEARCH QUESTIONS
8. What do you think about Nestle Ghana embarking on CSR?
Table 4.2.1.1: Respondents awareness on Nestle Ghana embarking on CSR
RESPONSES FREQUENCY %
NECESSARY 35 41
COMPLUSORY 21 24
VOLUNTARY 8 9
BENEFICIAL 22 26
TOTAL 86 100
Source-Field survey 2011
50
Fig: 4.10 View on if Nestle embarks on CSR - Nestle Staff (bar chart)
Source- Field survey 2011
Fig: 4.11 View on if Nestle embarks on CSR - Nestle Staff (pie chart)
Source- Field survey 2011
The table 4.1.2.1 shows that 41% of the respondents feel that Nestle Ghana embarking on
CSR is necessary, 24% feel it is compulsory, 9% feel it is voluntary and 26% felt it is
beneficial.
9. What impact has the project / programme had on the community?
0
10
20
30
40
50
Respondents view on CSR
frequency
%
41%
24%
9%
26%
Respondents view on CSR
necessary compulsory voluntary beneficiary
51
Table 4.2.1.2: Respondent responds to impact of the CSR projects/programme on
the community
RESPONSES FREQUENCY %
Positive 70 81
Negative 0 0
Neutral 16 19
TOTAL 86 100
Source-Field survey 2011
The table 4.1.2.2 above reveals that a high proportion (81%) of the respondents felt the
impact of CSR is positive, none of the respondents felt it is negative and 19% felt it is
neutral.
10. Are there other benefits Nestle Ghana stands to gain aside profitability from the
execution of CSR projects?
Table 4.2.1.3: Respondent responds about other benefits Nestle Ghana stands to
gain apart from profitability
RESPONSES FREQUENCY %
Large Customer
Base
43 50
Customer
Confidence
22 26
Good corporate
Image
15 17
Other Benefits 6 7
TOTAL 86 100%
Source- Field survey 2011
52
Fig: 4.12 Views of the benefits of CSR - Nestle Staff (bar chart)
Source- Field survey 2011
Fig: 4.13 Views of the benefits CSR - Nestle Staff (pie chart)
Source- Field survey 2011
From the table 4.1.2.3 above, 50% of the respondent believes Nestle Ghana also benefit
Large Customer Base, 26% believes it will have Customer Confidence, 17% believes
Good Corporate Image and only 7% believes other benefit could be gained from the
execution of CSR projects apart from Profitability.
11. Profit is increased by the activity of corporate social responsibility of the company?
0
10
20
30
40
50
large customer
base
customer confidence
good corporate
image
other benefits
Respondents view of benefits of CSR
frequency
%
50%
26%
17%
7%
CSR Benefit - Percentage
Large Customer base Customer Confidence
Good Corporate Image Other Benefit
53
Table 4.2.1.4: Respondent response to question 11
RESPONDENT FREQUENCY %
STRONGLY AGREE 23 27
AGREE 37 43
UNDECIDED 15 17
DISAGREE 11 13
STRONGLY
DISAGREE
0 0
TOTAL 86 100
Source- Field survey 2011
Fig: 4.14 Respondents view of how CSR increases the firms profitability.(bar chart)
Source- Field survey 2011
05
1015202530354045
Respondents view of increased profits from CSR
frequency
%
54
Fig: 4.15 Respondents view of how CSR increases the firms profitability. (pie chart)
Source- Field survey 2011
The table 4.1.2.4 above shows that 27% of the respondent strongly agreed, 43% of the
respondent agreed, 17% of the respondent were undecided, 13% of the respondents
disagreed while 0% of the respondent strongly disagreed that Profit is increased by the
activity of corporate social responsibility of the company. Though I couldn‘t gain access
to the records but Nestle Ghana result shows increase in profitability.
12. Profit is decreased by the activity of corporate social responsibility of the company?
Table 4.2.1.5: Respondent response to question 12
RESPONDENT FREQUENCY %
STRONGLY AGREE 0 0
AGREE 9 10
UNDECIDED 17 20
DISAGREE 47 55
strongly agree27%
agree43%
undecided17%
disagree13%
strongly disagree
0%
Respondents view of increased profits from CSR
55
STRONGLY
DISAGREE
13 15
TOTAL 86 100%
Source- Field survey 2011
Fig: 4.16 Respondents view if CSR decreases the firms profitability. (pie chart)
Source- Field survey 2011
Fig: 4.17 Respondents view if CSR decreases the firms profitability. (bar chart)
Source- Field survey 2011
0
10
20
30
40
50
60
Respondents view if CSR decrease profit
frequency
%
Respondents view if CSR decrease profit
strongly agree
agree
undecided
disagree
strongly disagree
56
The table 4.1.2.5 above shows that 0% of the respondent strongly agreed, 10% of the
respondent agreed, 20% of the respondent were undecided, 55% of the respondents
disagreed while 15% of the respondent strongly disagreed that Profit is decreased by the
activity of corporate social responsibility of the company.
13. Corporate Social Responsibility has no significant impact on the profitability of
Nestle Ghana ?
Table 4.2.1.6 Respondent response to question 13
RESPONDENT FREQUENCY %
STRONGLY
AGREE
0 0
AGREE 9 10
UNDECIDED 11 13
DISAGREE 48 56
STRONGLY
DISAGREE
18 21
TOTAL 86 100
Source-Field survey 2011
The table 4.1.2.6 shows that 0% of the respondent strongly agreed, 10% of the respondent
agreed, 13% of the respondent were undecided, 56% of the respondents disagreed while
21% of the respondent strongly disagreed that Corporate Social Responsibility has no
significant impact on the profitability of Nestle Ghana. This means that majority believe
that CSR has a significant impact on the profitability of Nestle Ghana
14. Corporate Social Responsibility has a significant impact on the profitability of
Nestle Ghana?
57
Table 4.2.1.7: Respondent response to question 14
RESPONDENT FREQUENCY %
STRONGLY
AGREE
18 39
AGREE 26 57
UNDECIDED 2 4
DISAGREE 0 0
STRONGLY
DISAGREE
0 0
TOTAL 46 100%
Source-Field survey 2011
The table 4.1.2.7 of the responses above shows that 18% of the respondents strongly
agreed, 26% agreed, 2% of the respondent were undecided, 0% of the respondents
disagreed while 0% of the respondent strongly disagreed that Corporate Social
Responsibility has a significant impact on the profitability of Nestle Ghana. This
confirms question 13. Majority of the staff are of the option that CSR has a significant
impact on the profitability of Nestle Ghana.
15. Corporate Social Responsibility guarantees the customers‘ confidence level and
corporate loyalty?
Table 4.2.1.8: Respondent response to question 15
RESPONDENT FREQUENCY %
STRONGLY
AGREE
35 41
AGREE 24 28
UNDECIDED 15 17
DISAGREE 12 14
58
STRONGLY
DISAGREE
0 0
TOTAL 86 100
Source-Field survey 2011
The table 4.1.2.8 of the responses above shows that 41% of the respondents strongly
agreed, 28% agreed, 17% of the respondent were undecided, 14% of the respondents
disagreed while 0% of the respondent strongly disagreed that Corporate Social
Responsibility guarantees the customers‘ confidence and security of depositors‘ fund.
Section B
4.3 QUESTIONNAIRE TO EXTERNAL STAKEHOLDERS
The table shows the suggested answer and the numbers of respondents with the
percentage of the respondent to each.
DESCRIPTIVE STATISTICS:
Table 4.3.1.1 Sex Distribution of Respondents
SEX FREQUENCY PERCENTAGE
MALE 2 40
FEMALE 3 60
TOTAL 5 100
Source-Field survey 2011
The table 4.2.1.1 reveals that 2 (40%) of the respondent are male while other 3(60%) are
females.
Table 4.3.1.2 Marital Status Distribution of Respondents
MARITAL STATUS FREQUENCY %
SINGLE 1 20
MARRIED 3 60
59
DIVORCED 1 20
WIDOWED 0 0
TOTAL 5 100
Source-Field survey 2011
The table 4.2.1.2 reveals that 1(20%) are single, 3(60%) are married, 1(20%) is divorced
and 0 (0%) are widowed of the respondents.
Table 4.3.1.3 Age Distribution of Respondents
AGE BRACKET FREQUENCY %
16-25 0 0
26-35 0 0
36-45 2 40
45 and above 3 60
TOTAL 5 100
Source-Field survey 2011
The table reveals that 0 (0%) of the respondent are within the ages of 15-25, 0 (0%) are
within the ages of 26-35, 2 (40%) are within the ages of 36-45 and 3 (60%) are of 45 and
above.
Table 4.3.1.4: Corporate Relationship
LENGTH OF
RELATIONSHIP
FREQUENCY %
LESS THAN A DECADE 1 20
MORE THAN A DECADE 4 80
TOTAL 5 100
Source-Field survey 2011
60
The table reveals that 1(20%) of the respondents have less than a decade relationship with
Nestle Ghana, while 80% have more than a decade relationship with Nestle Ghana.
Table 4.3.1.5 Level Of Transactions with Nestle Ghana
LEVEL OF
TRANSACTION
FREQUENCY %
HIGH 3 60
MEDIUM 2 40
LOW 0 0
TOTAL 5 100
Source-Field survey 2011
The table 4.2.1.5 reveals that more respondents (60%) have high transaction level with
Nestle Ghana. This means that majority of the business partners have confidence in
Nestle Ghana compare to 40% and 0% for Medium and low transaction level
respectively. The higher the levels of transactions business partners have with Nestle
Ghana the better for Nestle Ghana, in terms of profitability.
6. Which other MNCs do you transact business with aside Nestle Ghana?
Table 4.3.1.6: Respondents response to question 6
RESPONSES FREQUENCY PERCENTAGE
CADBURY
GHANA
4 80
GUINNESS
GHANA
1 20
PZ
CUSSONS
4 80
61
UNILEVER
GHANA
4 80
OTHER
MNCs
0 0
TOTAL 5 100%
Source-Field survey 2011
The table 4.2.1.1 shows that 80% of the respondents do business with Cadbury Ghana,
20% with Guinness Ghana, 80% with PZ Cussons ,80% with Unilever Ghana and other
MNCs has 0%.
7. Are you aware that Nestle Ghana embarks on any project / programme that is
beneficial to the people in your community?
Table 4.3.1.7: Respondents response to question 7
RESPONSES FREQUENCY PERCENTAGE
YES 5 100
NO 0 0
UNDECIDED 0 0
TOTAL 5 100
Source-Field survey 2011
The table above reveals that a 5 (100%) of the respondents agreed that Nestle Ghana has
embarked on programme which is beneficial to them, while 0 (0%) of the respondent
believe otherwise and 0(0%) are undecided.
8. What impact has the projects / programme had on the community?
Table 4.3.1.8: Respondent responds to Question 8
RESPONSES FREQUENCY %
POSITIVE 5 100
62
NEGATIVE 0 0
NEUTRAL 0 0
TOTAL 5 100
Source-Field survey 2011
The table 4.2.1.3 above reveals that all (100%) of the respondents felt the impact of CSR
is positive, none of the respondents felt it is negative and 0% felt it is neutral.
9. Are there other benefits Nestle Ghana stands to gain aside profitability from the
execution of Corporate Social Responsibility?
Table 4.3.1.9: Respondents response to question 9
RESPONSES FREQUENCY %
Large Customer
Base
5 100
Customer
Confidence
5 100
Good corporate
Image
5 100
Other Benefits 5 100
TOTAL 5
Source-Field survey 2011
From the table 4.2.1.4 above, 100% of the respondent believes Nestle Ghana also benefit
Large Customer Base, 100% believes it will have Customer Confidence, 100% believes
Good Corporate Image and 100% believes other benefit could be gained from the
execution of CSR projects apart from Profitability.
SECTION C:
10. Profit is increased by the activity of corporate social responsibility of the company.
63
Table 4.3.1.10: Respondents response to question 10
RESPONDENT FREQUENCY PERCENTAGE
STRONGLY
AGREE
4 80
AGREE 1 20
UNDECIDED 0 0
DISAGREE 0 0
STRONGLY
DISAGREE
0 0
TOTAL 5 100
Source-Field survey 2011
The table 4.2.1.5 of the responses above shows that 80% of the respondent strongly
agreed, 20% of the respondent agreed, 0% of the respondent was undecided, 0% of the
respondents disagreed while 0% of the respondent strongly disagreed that Profit is
increased by the activity of corporate social responsibility of the company. This means
that majority of the respondents believe that profit of Nestle Ghana is increased by the
activity of CSR of Nestle Ghana. This implies that the higher the CSR that higher the
profit of Nestle Ghana.
11. Profit is decreased by the activity of corporate social responsibility of the company.
Table 4.3.1.11: Respondents response to question 11
RESPONDENT FREQUENCY %
STRONGLY
AGREE
0 0
AGREE 0 0
UNDECIDED 0 0
DISAGREE 0 0
64
STRONGLY
DISAGREE
5 100
TOTAL 5 100
Source-Field survey 2011
The table 4.2.1.6 of the responses above shows that 0% of the respondent strongly
agreed, 0% of the respondent agreed, 0% of the respondent was undecided, 0% of the
respondents disagreed while 100% of the respondent strongly disagreed that Profit is
decreased by the activity of corporate social responsibility of the company.
12. Corporate Social Responsibility has no significant impact on the profitability of
Nestle Ghana
Table 4.3.1.12: Respondents response to question 12
RESPONDENT FREQUENCY PERCENTAGE
STRONGLY
AGREE
0 0
AGREE 0 6
UNDECIDED 0 0
DISAGREE 0 0
STRONGLY
DISAGREE
5 100
TOTAL 5 100
Source-Field survey 2011
The table 4.2.1.7 of the responses above shows that 0% of the respondent strongly
agreed, 0% of the respondent agreed, 0% of the respondent was undecided, 0% of the
respondents disagreed while 100% of the respondent strongly disagreed that Corporate
Social Responsibility has no significant impact on the profitability of Nestle Ghana.
65
13. Corporate Social Responsibility has a significant impact on the profitability of
Nestle Ghana.
Table 4.3.1.13: Respondents response to question 13
RESPONDENT FREQUENCY PERCENTAGE
STRONGLY
AGREE
5 100
AGREE 0 0
UNDECIDED 0 0
DISAGREE 0 0
STRONGLY
DISAGREE
0 0
TOTAL 5 100
Source-Field survey 2011
The table 4.2.1.8 of the responses above shows that 100% of the respondent strongly
agreed, 0% of the respondent agreed, 0% of the respondent was undecided, 0% of the
respondents disagreed while 0% of the respondent strongly disagreed that Corporate
Social Responsibility has a significant impact on the profitability of Nestle Ghana.
SECTION C: QUESTIONNAIRE TO SHOPPERS/CUSTOMERS
Table 4.4.1.1: Sex Distribution of Respondents
SEX FREQUENCY PERCENTAGE
MALE 130 43
FEMALE 170 56
TOTAL 300 100
Source-Field survey 2011
66
Fig: 4.18 Customers gender distribution. (pie chart)
Source- Field survey 2011
Fig: 4.19 Customers gender distribution. (bar chart)
Source- Field survey 2011
Table 4.4.1.2 Customers responds on benefits of CSR
Responses frequency %
Large customer base 105 35
Customer confidence 85 28
Good corporate image 87 29
Other benefits 23 7
Total 300 100
male43%
female57%
Gender Distribution
0
50
100
150
200
male female
Gender Distribution
Frequency
67
Fig: 4.20 Customers view on benefits of CSR. (bar chart)
Source- Field survey 2011
Fig: 4.21 Customers view on benefits of CSR. (pie chart)
Source- Field survey 2011
0
20
40
60
80
100
120
Large customer
base
Customer confidence
Good corporate
image
Other benefits
Customers view on benefits of CSR
frequency
%
35%
28%
29%
8%
Customers view on benefits of CSR
Large customer base Customer confidence
Good corporate image Other benefits
68
4.4 TEST OF HYPOTHESES
4.4.1 RESTATEMENT OF HYPOTHESES
H0: Corporate Social Responsibility has no significant impact on the
profitability of Nestle Ghana Ltd.
H1: Corporate Social Responsibility has a significant impact on the profitability of
Nestle Ghana Ltd.
The Pearson product moment correlation (PPMC) is used to establish and test the
relationship between the response of Nestle Ghana staff and external stakeholders.
Pearson product moment correlation is denoted by ‗r‘.
r which stands for the co efficient of correlation is defined below as
Where:
r = Pearson‘s Product Moment correlation.
∑n= Number of pairs of values
X = Independent variable (Corporate Social Responsibility)
X = Mean of independent variable (Corporate Social Responsibility)
Y = Dependent variable (Profitability)
Y = Mean of dependent variable (Profitability).
In determining the relationship between the response of Nestle Ghana staff and its
external stakeholders, question 13 of the staff and question 14 of the external
stakeholders were used.
Question 12 & 13: Corporate social responsibility has no significant impact on the
profitability of Nestle Ghana.
69
The required response included strongly agree, agree, undecided, disagree and strongly
disagree.
Table 4.2.1.10 Response of Nestle Staff and Nestle Business Partners
RESPONSE
REQUIRED
Staff‘s
Responds
(x)
Business Partners
responses (y)
STRONGLY
AGREE
18 5
AGREE 26 0
UNDECIDED 2 0
DISAGREE 0 0
STRONGLY
DISAGREE
0 0
Table 4.2.1.11 PMCC Correlation Analysis Computations
X Y X-X Y-Y (X-X)2 (Y-Y)
2 (X-X)(Y-Y)
18 5 8.8 4 77.44 16 44
26 0 16.8 -1 282.24 1 -16.8
2 0 -7.2 -1 51.84 1 7.2
0 0 -9.2 -1 84.64 1 9.2
0 0 -9.2 -1 84.64 1 9.2
46 5 0 0 580.8 20 52.8
70
X= ∑𝑥
𝑁
X=46/5
X=9.2
Y=∑y
𝑁
Y=5/1
Y=5
“r” = 52.8
580.8 * 20 ―r‖ = 0.49
“r” = 0.49 means that there is a positive strong relationship between the response of the
staff and that of the external stakeholders .
In order to test the degree of significance of the relationship at the particular degree of
freedom, the Pearson product moment correlation coefficient table was used.
At 0.05 level of significance
Degree of freedom = N – 2
Where N= 51 -2 = 49
Decision Rule: If calculated r (rc) > tabled value (rt) reject H0
If tabled r > calculated value accept H0
From the result obtained the calculated r (rc) 0.49 is greater > tabled value (rt) 0.21 thus,
reject H0 and accept H1.
This means that, the relationship is significant at 55% confidence level.
This confirms that there is a positive relationship between Corporate Social
Responsibility and profitability.
71
Analysis of Primary data from shoppers at the shopping areas
A total of three hundred (300) shoppers were randomly selected of a sample population
of 300. Data collected from these shoppers took the form of face to face simple structured
open and closed ended questions with the researcher and here were their responds. Most
of the random selection made of 170 women and 130 men. The reason was that women
formed majority of the sample population for the area under the study. Ages were really
not a factor for the selection because shoppers were reluctant giving their ages. The
researcher selected by assumption shoppers between the ages of 18 – 55 years.
1. Have you hear about Nestle Ghana Ltd?
260 out of the 300 respondents representing 86% have heard about Nestle Ghana
2. Do you use Nestle products?
285 out of the 300 representing 95% use various types of Nestle Ghana products such as
Ideal Milk, Milo, Cerevita and Coffee.
3. Will you always buy Nestle product?
288 of the respondents always prefer Nestle product compared to other products from
competitors. This means out of the 300 respondents 96%
are loyal to Nestle Ghana.
4. What is Corporate Social Responsibility?
148 of the respondents representing 49% do know what CSR is all about
5. Do you know if Nestle embarked on CSR?
125 of the respondents representing 41% are aware Nestle embarks on CSR programmes
are unable to say what programmes and which areas of the society it affects. This
suggests that the communication between the customers and Nestle on CSR programmes
is very poor.
72
4.4 ANALYSIS OF SECONDARY DATA
Data obtained from secondary sources which include Nestle Ghana annual report is
analyzed herein.
Source: Annual report of Nestle Ghana Ltd (2006- 2009)
Fig 4.18 : A graph showing the impact of CSR on the profitability of Nestle Ghana
0
200000
400000
600000
800000
1000000
1200000
1400000
2006 2007 2008 2009
CSR
PROFIT AFTER TAX
YEARS Amount spent on
CSR
(GHc- Million)
Profit after tax
(GHc - Million)
2006 332,500 19,831
2007 621,100 21,543
2008 780,605 30,473
2009 1,200,000 35,074
73
CHAPTER FIVE
SUMMARY, RECOMMENDATION AND CONCLUSION
5.0 INTRODUCTION:
This chapter tends to briefly revisit what was set out to achieve as previously stated in
chapter one of this study. It also introduces in few paragraphs what has been done in the
previous chapters. It will provide a smooth ground into the finding and recommendation.
Findings – CSR impact on Nestle Ghana’s Profitability
In chapter one and two corporate social responsibility has been defined by many writers
who looked at it from numerous perspectives. The research work was basically conducted
to find out if Nestle Ghana embarks on CSR, if CSR has any significant impact on Nestle
Ghana‘s profitability and to know if there are challenges faced by Nestle Ghana for
embarking on CSR. In carrying out the study, primary and secondary sources of data
were made use of in gathering relevant information. From the information gathered, it
was found that as CSR of Nestle Ghana increases, there was a corresponding increase in
profits of Nestle Ghana. For example in 2006 when the amount spent on CSR was GHc
332,500m the reported profit after tax was GHc19, 831m , in 2007 the amount spent on
CSR was GHc 621,100m the reported profit after tax was GHc 21,543m, in 2008,
amount spent on CSR was GHc 780,605m and GHc 30,473m was reported as profit and
in 2009 above GHc1.2Million was spent on CSR and GHc 35,074m.
CSR in the Community
Corporate social Responsibility is an accepted practice by both Nestle Ghana and
members of the host community. This was supported by the positive responds obtained
from the questionnaire.
74
Nestlé’s Financial Commitment to CSR
There has been increasing amount spent on CSR (2006 – 2009) and a corresponding
increase in Nestle Ghana‘s profit records (2006-2009), which is supported by the
responses from the questionnaire that CSR has a positive impact on the profitability of
Nestle Ghana. Responses also showed that Nestle Ghana stands to gain other benefits
such as Large Customer Base, Customer Confidence, Good corporate Image and Other
attributable Benefits aside profitable.
Other Benefits Nestle derives from CSR - Value Creation
From the research it came out clear that indeed CSR programmes embarked by Nestle
has created value for Nestle Ghana as stakeholders and customers are comfortable
transacting business with Nestle. Again stakeholder businesses also grow and therefore
improves customer loyalty. This was one major breakthrough Nestle has achieved to stay
competitive and the preferred fast moving consumer goods MNC in Ghana.
Does Nestle embark on CSR? - Customer Ignorance of CSR programmes
The study also revealed that even though Nestle Ghana is doing a lot of community based
social intervention programmes, the customers or the people in the community are not
aware of such programmes. This is because Nestle has not done enough to communicate
to the community on the programmes intended to make life much easier for the society.
5.2 CONCLUSION
The concept of CSR has become more and more common in business practices and
customers today almost expect companies to be socially responsible. Even though CSR is
very important for companies, it has historically not been a very lucrative approach for
them to involve in these activities. The business of the 21-st century will have no choice
but to implement CSR. Like any successful management strategy, a CSR process needs
both high level management vision and support, and buy-in at all levels of the company.
75
CSR does not give immediate results. The same CSR initiative will also not work for all
types of organisations. Designing CSR initiative requires careful planning and
implementation mechanism. Corporate organisations should integrate the innovative CSR
strategies into different marketing communication strategies to build and sustain a
competitive advantage. Corporate social responsibility has a significant impact on the
profitability of MNCs, and it is a positive impact, which includes good business
relationship, good will among other benefits. In today‘s competitive market, CSR offer
an opportunity for companies to explore other areas of improving profitability. Customers
have become very sophisticated and very much aware of their environment against the
perception that corporate organisations make a lot of profits, it becomes imperative for
these companies to put back into the society through corporate social responsibility
programmes. Even though the benefits from CSR are over a long time of time, it is such
that it gives a lot more intangible benefits to the organisations. Such benefits include,
customer loyalty, brand image, improved corporate image, market share and community
presence.
Unfortunately, all these benefits cannot be quantified in monetary terms but translates
into improving the profits of the organisation over time. Indeed CSR is capital intensive
and needs an extensive programme backed by executive support to roll out various CSR
programmes. Small and medium enterprises are unable to engage in such ventures due to
factors already indicated in the study such as long return on investments, lack of
commitment from the executive and the expertise to run such programmes. Government
organisations even though may engage in corporate social responsibility programmes its
is usually not capital intensive. Of course these organisations are not income generated
76
but are sub-vented by the government and so there is not an allocation for the society.
CSR activities are usually donations to deprived communities and groups.
As to whether CSR can be a business strategy for companies to achieve corporate targets
and objectives such as competitiveness in market or market share is another study that
can be researched further.
5.3 RECOMMENDATION
This section recommends measures to be considered by academia, corporate organisation
and stakeholders as well as customers so long as corporate social responsibility is
concerned.
CSR deserves greater attention and more commitment from corporate organizations in
that it guarantees other benefits other than just profits. This offers an opportunity to the
corporate world to think out of the box and explore other potentially viable areas to
improve the company profits portfolio. Corporate organisations stands to gain over a
period of time some leverages other that just products and services they render to the
society.
CSR projects should be well structured and implemented to have maximum impact. This
would enhance the well-being of the beneficiaries. From the survey it revealed that some
customers or inhabitants of a community are not aware of any CSR programme ongoing.
Mostly they bare unable to connect with the results of the programme. It tends out that
the community expectations are somewhat different form the corporate organisation.
Organisations could liase with community authorities to identify areas or opportunities
available to them to better the lives of the people through the provision of some social
amenities. This will go a long way to improve the general living standards of the people.
77
Corporate organizations should intensify efforts to educate the public on their primary
responsibilities, various commitments to other stakeholders and operational/financial
limitations. By doing so, the public will begin to show understanding and appreciation of
the efforts and contributions of such organizations. In most instances if the customers or
the people in the community are involved, monitoring becomes feasible and measurable.
Corporate organisation should also involve the community in the planning, formulation,
implementation and evaluation of CSR projects. This will eliminate stakeholder conflicts
that may arise in some societies.
Governments and local authorities should explore the areas where a certain amount of tax
will be used by the organisation to undertake community based projects such as schools,
electricity, clean water, jobs and income generating activities. This can be in a form of
tax exemptions granted to these organisations. This will make the corporate organisation
be more responsible in the area of work and contribute significantly to national
development.
For academic and industry discussions i recommend that further study should be
conducted to establish the real value in monetary terms how much CSRs contribute to the
organisations profitability. Also further research should be conducted to quantify how
much or to what degree these CSR programmes have impacted on the society and its
corresponding value generation for the company.
78
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81
APPENDIX I
KWAME NKRUMAH UNIVERSITY OF SCIENCE AND TECHNOLOGY
INSTITUTEOF DISTANCE LEARNING
DEPARTMENT OF BUSINESS ADMINISTRATION
QUESTIONNAIRE FOR STAFF OF NESTLE GHANA
“Value Creation Through Corporate Social Responsibility in Multinational Companies in
Ghana – Nestle Ghana in perspective”
SECTION A:
INSTRUCTION: Please tick (√ ) the correct answers from the options provided below.
1. Sex: Male ( ) Female ( )
2. Marital status: Single ( ) Married( ) Divorced ( ) Widowed ( )
3. Age: 16-25( ) 26-35( ) 36-45( ) 45 and above( )
4. Status/Position: Low level Manager( ) Mid level Manager( )
High level Manager( )
5. How long have you been working for Nestlé Ghana?
Less than a Decade ( ) A decade and More ( )
6. Educational Qualifications: SSCE ( ) HND( ) B.sc( ) BA( )
MBA/M.sc( ) Others( )
7. Professional Qualifications: CIM( ) ACCA( ) Others ( )
SECTION B:
INSTRUCTION: Please tick (√ ) the correct answers from the options provided below.
8. What do you think about Nestlé embarking on CSR?
Necessary ( ) Compulsory ( ) Voluntary ( ) Beneficial ( )
9. What impact has the project / programme had on the community?
Positive Impact ( ) Negative Impact ( ) Neutral ( )
10. Are there other benefits Nestlé Ghana stands to gain aside profitability from the
execution of Corporate Social Responsibility?
Large Customer Base ( ) Customer Confidence ( )
Good corporate Image ( ) Other Benefits ( )
82
SECTION C:
In the given section SA, A, U, D, SD have the under listed meaning;
SA- Strongly Agree; Agree- A; U- Undecided; D- Disagree; SD- Strongly Disagree
INSTRUCTION: Please tick (√ ) the correct answers from the options provided below.
SA
5
A
4
U
3
D
2
SD
1
11 Profit is increased by the activity of corporate
social responsibility of Nestlé Ghana
12 Profit is decreased by the activity of corporate
social responsibility of Nestlé Ghana
13 Corporate Social Responsibility has a significant
impact on the profitability of Nestle Ghana
14 Can Nestlé use CSR as a business strategy to
improve profit or market growth?
15 Corporate Social Responsibility has a significant
impact on the profitability of Nestlé Ghana.
16 Corporate Social Responsibility guarantees the
customers’ confidence level and loyalty to Nestlé
Ghana
83
APP ENDIX II
KWAME NKRUMAH UNIVERSITY OF SCIENCE AND TECHNOLOGY
INSTITUTEOF DISTANCE LEARNING
DEPARTMENT OF BUSINESS ADMINISTRATION
QUESTIONNAIRE FOR STAKEHOLDERS OF NESTLE GHANA
“Value Creation Through Corporate Social Responsibility in Multinational Companies in
Ghana – Nestle Ghana in perspective”
Dear Sir/Madam,
This questionnaire is aimed at data collection on the Value Creation through corporate Social
Responsibility in Multinational companies and how it impacts on profitability. It is aimed at
carrying out research work in partial fulfillment of the requirements for the award of
Executive Master’s Degree in Business Administration. Please, Kindly complete this
questionnaire as honesty and carefully as you can and be assured that information provided
will solely be used for the research.
Thank you for your co-operation.
QUESTIONNAIRE FOR NESTLE GHANA STAKEHOLDERS(CUSTOMERS)
Section A:
INSTRUCTION: Please tick (√ ) the correct answers from the options provided below.
1. Sex Male ( ) Female ( )
2. Marital status Single( ) Married( ) Divorced( ) Widowed( )
3. Age 16-25( ) 26-35( ) 36-45( ) 45 and above( )
4. How long have you been with Nestlé Ghana? less than a
Decade ( ) A decade and More ( )
5. The volume of transaction with Nestle Ghana?
High ( ) Medium ( ) low ( )
SECTION B:
INSTRUCTION: Please tick (√ ) the correct answers from the options provided below.
6. Which of these other MNCs do you do business with? Unilever ( ) Cadbury Ghana( ) PZ
Cussons Ghana( ) Other MNC ( )
7. Are you aware that Nestlé embarks on any project / programme that are beneficial to the
people in your community?
84
Yes ( ) No ( ) Undecided ( )
8. What impact has the projects / programme had on the community?
Positive Impact ( ) Negative Impact ( ) Neutral ( )
9. Are there other benefits Nestle stands to gain aside profitability from the execution of
Corporate Social Responsibility?
Large Customer Base ( ) Customer Confidence ( )
Good corporate Image ( ) Other Benefits ( )
SECTION C:
INSTRUCTION: Please tick (√) the correct answers from the options provided below.
In the given section SA, A, U, D, SD have the under listed meaning;
SA- Strongly Agree; Agree- A; U- Undecided; D- Disagree; SD- Strongly Disagree
SA
5
A
4
U
3
D
2
SD
1
10 Profit is increased by the activity of corporate
social responsibility of Nestlé (the company).
11 Profit is decreased by the activity of corporate
social responsibility of Nestlé (the company).
12 Can Nestle use CSR as a business strategy to
improve profit or market growth?
13 Corporate Social Responsibility has no significant
impact on the profitability of Nestle Ghana
14 Corporate Social Responsibility has a
significant impact on the profitability of Nestlé
15 Corporate Social Responsibility guarantees the
customers’ confidence level and loyalty to
Nestlé .