Effect of Corporate Social Responsibility on Competitive Advantage at Aitrel Networks Kenya Limited

Abstract

With growing focus on corporate social responsibility within the last decades, firms face increasing pressures to accommodate the objectives of various stakeholders other than the shareholders, and create shared value. The growing adoption of CSR activities is however limited by the limited resources and capabilities that firms possess. The objective of the study was to determine the effect of Corporate Social Responsibility on Competitive Advantage at Airtel Networks Kenya Limited. The researcher used case study research design; primary data collected through the use interview guide and data analyzed through the use of content analysis. The study revealed that Airtel Networks Kenya limited had different corporate social responsibility activities that the company was engaging in, this included sporting in games like football through the Airtel Rising Stars, the respondents also indicated that the company participates in the annual standard charted marathon. The study found that CSR initiatives adopted by the company had a positive impact to the community members. The study concludes that overall, corporate social responsibility initiatives served to create recognition of the company as a caring entity, thus laying a foundation for expansion and diversification and penetration to the rural market. The study recommends for effective corporate social responsibility, publicity, and outsourcing/partnership should be embraced, as there is no single organization that can operate on its own, hence there is also need to cooperate when dealing with social responsibility for the attainment and accomplishment of the intended purpose