Corporate Social Responsibility and Strategic Orientation at Safaricom Limited in Kenya

Abstract

The aim of the study was to establish corporate social responsibility and strategic orientation at Safaricom limited in Kenya. The research objective was to establish how Corporate Social Responsibility is oriented to strategy at Safaricom Limited. The study took a case study design whereby both primary and secondary data was used. Both the primary and secondary data was qualitative in nature and content analysis as a technique was employed to analyze the data. The study concludes that, Safaricom Ltd like other big firms do practice CSR by choosing its own unique activities. The range of activities the firms is involved in included provision of good working conditions for employees, enhanced employees’ welfare, truthful advertising, and empowering communities through provision of social services and food security and environmental conservation. Implementation of CSR activities in organization was largely done through employees, volunteers and other key stakeholders. The study further concluded that availability of resources, sustainability of projects, the moral obligation of giving back to the community as well as various regulations were some of the factors influencing corporate social responsibility practices adopted by Safaricom Ltd. Financial constraints, management attitude towards social responsibility and vested interest from various stakeholders were challenges mentioned in implementing CSR. Most interviewees agreed that corporate social responsibility activities had been of benefit to the organization. This was reflected in the improved company image, increased number of customers, attracting outstanding employees and improved profitability.