In Nigeria, the aftermath of the Niger Delta crises had spark off research interest on corporate social responsibility (CSR) and environmental sustainability. However, how telecommunication firms in Nigeria perceive and practice CSR and the link with competitive advantage is rarely investigated. This study examines the extent of relationship between CSR and mobile telecommunication competitive advantage. The survey design was adopted, making use of random sampling to select 200 participants from staff of MTN. Structured questionnaire was employed to collect relevant primary data and analysis was carried out through regression analysis and Chi-square technique. Results showed that except staff welfare, significant relationship existed between environmental awareness, community wellbeing and competitive advantage. To further enhance competitiveness, the firm’s social responsibility to its workforce should be improved upon by introducing flexible working hours, facilitating work/life balance, ensuring prompt promotion, and considering internal advancement as a strategic option.
References
[1]
Holmes, S. and Moir, L. (2007) Developing a Conceptual Framework to Identify Corporate Innovations through Engagement with Non-Profit Stakeholder. Corporate Governance: The International Journal of Business in Society, 7, 414-422. http://dx.doi.org/10.1108/14720700710820498
[2]
Porter, M. and Kramer, M. (2006) Strategy and Society. The Link between Competitive Advantage and Corporate Social Responsibility. Harvard Business Review, 78-92.
[3]
Berkhout, T. (2005) Corporate Social Responsibility Can Be the Strategic Engine for Long-Term Corporate Profits and Responsible Social Development. Alternatives Journal, 31, 124-138.
[4]
Adeyanju, O. (2012) An Assessment of the Impact of Corporate Social Responsibility on Nigerian Society: The Examples of Banking and Communication Industries. Universal Journal of Marketing and Business Research, 1, 17-43.
[5]
Heal, G. (2005) Corporate Social Responsibility: An Economic and Financial Framework. The Geneva Papers on Risk and Insurance Issues and Practice, 30, 387-409. http://dx.doi.org/10.1057/palgrave.gpp.2510037
[6]
Mahmoud al-Rousan, Keegan, D. and Farid, Q. (2009) The Impact of SWOT Analysis on Achieving a Competitive Advantage: Evidence from Jordanian Banking Industry. International Bulletin of Business Administration, No. 6.
[7]
Robbins, S. and Judge, M. (2009) Management and Organization Behavior. 7th Edition, Prentice Hall International, USA.
[8]
Dess, G., Lumpkin, T. and Eisner, J. (2009) Strategic Management; Text and Cases. 4th Edition, McGraw-Hill Inc., New York.
[9]
George, B., Hugh, C. and Jonathan, L. (1998) Corporate Social Responsibility and Economic Performance in the Top British Companies: Are They Linked? European Business Review, 98, 25-44.
http://dx.doi.org/10.1108/09555349810195529
[10]
Carroll, A. (1991) The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders. Business Horizons, 34, 39-48. http://dx.doi.org/10.1016/0007-6813(91)90005-G
[11]
Frankle, A. and Anderson, J. (2006) Voluntary Social Reporting: An ISO-Beta Portfolio Analysis. Accounting Review, 55, 468-479.
[12]
Carrigan, M. (2010) Do Consumers Really Care about Corporate Responsibility? Highlighting the Attitude—Behaviour Gap. Journal of Communication Management, 4, 355-368.
[13]
Moon, J. (2004) Government as a Driver of Corporate Social Responsibility. University of Nottingham, International Centre for Corporate Social Responsibility, Research Paper Series, No. 20.
[14]
Australian Conservation Foundation (2005) Submission to the Australian Government, Parliamentary Joint Committee on Corporations and Financial Services Inquiry into Corporate Social Responsibility.
[15]
Hay, B., Stavins, R. and Vietor, R. (2005) Environmental Protection and the Social Responsibility of Firms. Perspectives from Law, Economics, and Business. Resources for the Future. Routledge, London.
[16]
Siegel, D. (2001) Corporate Social Responsibility: A Theory of the Firm Perspective. Academy of Management Review, 2, 117-127.
[17]
Besanko, D., Dranove, D. and Shanley, M. (2000) Economics of Strategy. 2nd Edition, John Wiley & Sons, New York.
[18]
Hill, C.J. and Jones, M. (2000) What’s in a Name? Reputation Building and Corporate Strategy. Academy of Management Journal, 7, 233-258.
[19]
Creswell, B. (2003) Elements of Nonparametric Statistics. John Wiley & Sons. Inc., New York.
[20]
Spencer, B. and Taylor, S. (2003) A within and between Analysis of the Relationship between Corporate Social Responsibility and Financial Performance. Akron Business and Economic Review, 18, 7-18.
[21]
Baker, D. (2008) Private Politics, Corporate Social Responsibility and Integrated Strategy. Journal of Economics and Management Strategy, 10, 7-45.
