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CORPORATE SOCIAL INVESTMENT AND A COMPANY’S IMAGE: A CASE OF A CSI INITIATIVE IN A SOUTH AFRICAN LOW INCOME COMMUNITY

Paul-Francois Muzindutsi, Tshediso Joseph Sekhampu

DOI: 10.22495/cbv11i3art10

Abstract

One of the goals of corporate social investment (CSI) is to ensure that a company becomes a responsible entity which acts as a conscientious citizen within a society. CSI plays an important role in enhancing how a company is perceived within the community it operates in. This paper used a combination of qualitative and quantitative research designs to investigate the effect of a specific CSI initiative on a company’s image within a low income community in South Africa. Semi-structured interviews and survey questionnaire were used to collect data from community members in the township of Bophelong, South Africa. Results show that, if adequately managed, CSI initiatives tend to enhance company’s image as well as its relations with the community it operates in. However, if not adequately managed CSI can created unreachable expectations that can negatively affect a company’s image. Thus, companies better manage their CSI initiatives have an increased opportunity to enhance their reputation within the community they operate in.

Keywords: Corporate Social Investment, Corporate Citizenship, Company’s Image, Community

How to cite this paper: Muzindutsi, P.-F., & Sekhampu, T. J. (2015). Corporate social investment and a company’s image: A case of a CSI initiative in a South African low income community. Corporate Board: role, duties and composition, 11(3), 130-135. doi:10.22495/cbv11i3art10

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