An analysis on the effectiveness of corporate social responsibility in rebuilding and strengthening sustainable relationships: A case of SEEDCO Zimbabwe.
Shumba, Tinotenda G
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The research project sought to analyze the effectiveness CSR strategies in re-building and maintaining sustainable relationships used by Seed Co. The objectives of this research project are, to establish the effect of CSR on re-establishment of sustainable relationships with stakeholders, to examine the influence of CSR on public perception, to examine the effect of Seed Co‘s problem on stakeholder relations and to establish the benefits of CSR. The research designs used were exploratory research design and the descriptive research design. Data collection instruments were questionnaires administered to customers, farmers and distributors. The questionnaire had both open and closed-ended questions. Stratified random sampling and judgemental sampling techniques were applied in coming up with the sample. The research findings revealed that Seed Co is currently using only three CSR strategies and that these are inadequate o effectively rebuild and strengthen soured relationships with its stakeholders. The findings also indicated that CSR is an effective strategy in improving public perception about the organization. It was concluded that the problem had a significant impact on the organization‘s relationship with its stakeholder. It was also concluded that CSR is very effective in rebuilding soured relationships between an organization and its publics. It also helps to change public perception about the organization. The researcher recommended that Seed Co should invest more in CSR activities and direct its CSR strategies to the affected stakeholders. It was also concluded that CSR benefits both the organization by improving company image, credibility and reputation and for the community, it develops the community, improves lives of the community and creates a clean environment.
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