Value Creation Through Corporate Social Responsibility in Developing Countries: A Case Study of Proctor & Gamble Pakistan

Hyder Kamran (), Irfan Khurshid (), Fawaz Ali () and Nitin Raj Srivastava ()
Additional contact information
Hyder Kamran: Oman College of Management and Technology, Oman
Irfan Khurshid: Npower, Victoria Road, Staffordshire, ST4 2LW, United Kingdom, United Kingdom
Fawaz Ali: Oman College of Management & Technology, Oman
Nitin Raj Srivastava: British Telecom, London, United Kingdom , United Kingdom

International Journal of Business Research and Management (IJBRM), 2012, vol. 3, issue 6, 279-293

Abstract: Consumer support for Corporate Social Responsibility (CSR) has been in practice for some years now and firms are demanded to seriously take CSR initiatives. This project has been compiled out of a wealth of literature that addresses the need and importance of CSR and business ethics in the society in great depth. A case study of CSR at Proctor and Gamble Pakistan was carried out by employing both the qualitative and quantitative data collection techniques to gather information so as to bring the attributes of triangulation in this research. The research findings outlined various views and beliefs of the respondents with regards to CSR initiatives by Proctor and Gamble Pakistan. The CSR awareness and societal veracities are the factors that encourage consumers to think ethically and make decisions in terms of who to develop associations with. The research shows a reflection of deductive approach and the researcher understood the inbuilt pros and cons of dependence upon secondary sources of information. It was attempted to adopt a hybrid strategy in this project but it mainly took a positivist look because of the nature of the questionnaire survey based upon close-ended questions aiming for quantitative data. The trend for CSR initiatives in developing countries is now growing at a decent pace and the recent advancements in technology and media have resulted in grown awareness among consumer groups to exert pressures on multinational companies to be apparent in their statements as well as practices.

Keywords: Corporate Social Responsibility; Value Creation; CSR Conceptualisation; Business Ethics; Strategic Planning (search for similar items in EconPapers)
JEL-codes: M0 (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (1)

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