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Faculty of Management Sciences

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Author: search.filters.author.Maome, Itumeleng JudithSubject: search.filters.subject.Corporate social responsibility

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    Investigating the nexus of corporate social responsibility and marketing performance in a medium-sized clothing manufacturing enterprise in South Africa
    (Bussecon International Academy, 2024-07-27) Maome, Itumeleng Judith; Zondo, Robert Walter Dumisani
    Organisations all over the world are increasingly adopting Corporate Social Responsibility (CSR) as a strategic tool, not only for improving their brand image but also in making a meaningful contribution to the welfare of society. This trend includes incorporating socially responsible aspects into marketing strategies, resulting in goods and services that benefit the community at large. Small and Medium Enterprises (SMEs) play an important role in this framework as they contribute significantly to both social and economic growth. Using a quantitative methodology, this study examined the experiences of a manufacturing organisation in the eThekwini District Municipality of KwaZulu-Natal that has included CSR into its marketing strategies. The analysis employed the Ordinary Least Squares (OLS) method, with data evaluated using the Statistical Package for the Social Sciences (SPSS). This study collected and analysed pre- and post-CSR implementation quarterly data on sales performance and customer retention. The empirical findings offer a multifaceted picture of the impact of CSR on marketing performance. There appears to be a substantial relationship between customer retention rates and marketing performance following CSR implementation. Interestingly, the study discovered an inverse association between sales volumes and marketing performance, implying that a rise in sales does not always result in improved marketing results for the organisation in question. This unexpected consequence shows the intricate interplay between CSR programmes and marketing outcomes, providing useful insights for businesses, particularly those in the South African manufacturing sector that are attempting to negotiate the complexities of CSR-driven marketing strategies. This study contributes to a better understanding of how CSR efforts can be strategically integrated with marketing goals to promote both social and business success.
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    The effect of corporate social responsibility on human resource performance in the selected medium sized manufacturing organisation in South Africa
    (2023-10) Maome, Itumeleng Judith; Zondo, Robert Walter Dumisani
    — In recent years, the concept of Corporate Social Responsibility (CSR) has gained significant attention and popularity as a management philosophy in companies. CSR involves the integration of social and environmental concerns into a company's operations and interactions with stakeholders. While CSR has been primarily associated with large organisations, it is also important to recognize the contributions of small and medium enterprises (SMEs) to the social and economic development of a country. This study focuses on examining the effect of CSR practices on human resource performance in a selected manufacturing SME in South Africa. This study adopts a quantitative research design. The relationship between human resource performance (dependent variable) and variables such as employee turnover and labour absenteeism is examined. The measurements of these variables are transformed and statistically analysed using regression analysis. Pre- and post-quarterly data on employee turnover and labour absenteeism are collected to assess the impact of CSR implementation on human resource performance. The results indicate that there is no significant relationship between employee turnover and labour absenteeism with human resource performance post-CSR implementation. However, the study reveals that there is a positive relationship between CSR activities and human resource performance. An increase in CSR activities leads to an improvement in human resource performance.