The dynamics affecting success of Kengen's Corporate social responsibility programme

Abstract

This study sought to establish the dynamics inhibiting the attainment of a sustainable harmonious relationship between KenGen and the communities that reside within its areas of operations. The study focused on how effectively the Corporate Social Responsilbility 'CSR programme is executed and whether the programme's content is aligned to the social, cultural and economic aspirations of the host communities. The rider of this general objective is: Why has the CSRprogramme not changed the attitude and behaviour of local communities towards KenGen's operations? Specifically, the study tried to determine whether CSR programmes are recognized by the host communities for them to identify with their ownership, and whether CSR activities demonstrate the company's commitment to communicate with the communities effectively. Also it was necessary to determine whether KenGen CSR activities address the needs, expectations, and aspirations of the host communities and if KenGen CSR programme content is in line with the social, cultural, and economic orientation of the local communities. The findings would assist KenGen as a company to know whether there is a gap between expected CSR performance outcome and the target performance. This is crucial because it shapes the direction in which the company should adopt in line with its new growth strategy engineered under the concept of G2G (from Good to Great).

Being critical to public and private business organizations that are still trying to define the corporate social responsibility programmes and activities, the study aims at providing the best practice approach in formality, implementing and sustaining CSR programme, in addition to the body of corporate citizenship and its obligations. Public relations and communication scholars will have an additional and academic platform to execute further research by making reference to the results of this study. The study establishes one major dynamic inhibiting the attainment of a sustainable harmonious relationship between KenGen and the communities that reside within its areas of operations. This is the ineffective mode of communication employed by KenGen.This particularly focuses on how effectively the CSR programme is executed and whether the programme content is aligned to the social, cultural and economic aspirations of the host communities. According to the study findings, majority of the respondents are aware of the CSR activities, but shockingly majority do not know about the programmes themselves,and that CSR programmes have not changed the attitude and behaviour of the local communities towards KenGen's operations. The CSR programmes are not recognized by the host communities for them to identify with KenGen and therefore ownership.