Corporate Social Responsibility

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Research paper

CORPORATE SOCIAL RESPONSIBILITY/PHILANTROPY

A CASE STUDY OF KENYA AIRWAYS

Presented to

DR. MAGETO

By

CHRISTOPHER TARUS

09-0478

Date

07TH APRIL 2010

Table of contents

Introduction............................................................................................................ 3

Corporate Social responsibility................................................................................4

Good citizenry.........................................................................................................6

The case of Kenya Airways.....................................................................................7

Summary and Conclusions......................................................................................10

References...............................................................................................................12

1.0 INTRODUCTION

The role of the corporation is to achieve its financial objectives and to ensure that wealth is created for its shareholders. Corporations are however faced with tough market conditions through increased competition both locally, regionally and internationally. The Kenya airways the main Kenyan flag carrier just as other corporations faced with numerous competitions from other international airlines such as Ethiopian airlines, South African airlines, Egyptian airlines, British airways, Qatar airlines and so on (Debrah Y & Toroitich O, 2005). In competitive business environment corporations are over and over devising ways of staying profitable and means to increase company market share and sustained growth.

In fulfilling its role of increasing shareholders value corporations should also focus on other stakeholders that define their business. Generally corporations should also be interested in its employees, customers, suppliers by reaching to their needs and wants. Apart from these two crucial corporation’s stakeholders are also key aspects of the environments in which the corporation is operating from. By making sure that the needs of these participants are taken care of the corporation is exercising its corporate social responsibility.

This research paper through exhaustive review of literature outlines how corporations through its corporate social responsibility activities models good citizenry. In this paper the whole subject of corporate social responsibility and good citizenry is analysed and the case of Kenya airways one of Africa’s leading airlines companies is explored and the impacts of its corporate social responsibility activities is assessed to determine its influence in modelling good citizenry from both within the corporation and from the outsiders. Summary and conclusions are later arrived at the end of this paper.

2.0 CORPORATE SOCIAL RESPONSIBILITY

Over many last decades the subject of the role of the corporation in meeting societal wants and needs has been of concern to managers for both big and small corporations. While the primary role of the corporation is to produce goods and services to meet the needs and wants of the society, there is need for the corporation to have some kind of relationships with the society that it serves. Moir, (2001) states that there is need for the corporation to establish a stable environment with the society that it serve. He underscores the interdependence between the society and the corporation. Indeed the society needs the corporation and the corporation needs the society, that’s the nature of interdependence.

According to Moir (2001), corporations may be deemed socially responsible if they advocate for wide range of issues that affect the society which include; workplace issues touching on corporation’s workforce, customers and suppliers issues at the marketplace, taking care of the environment, ethical practices when conducting business and respect and upholding of human rights. He further states that some...
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