Abstract
M.Comm. (Strategic Management)
The volatile and politically challenging climate in which business has to operate during the period of transition to representative government and a subsequent non-apartheid political dispensation in South Africa calls for a new innovative approach towards corporate social involvement. The challenge posed is no less than to make a visible and adequate contribution towards the socio-economic and socio-political
reconstruction and development ofthe country. The ultimate purpose of this involvement by business in development is to create an environment which will be conducive to economic growth and profitable business. The socio-economic realities of the South African society dictate the focus and direction of corporate social involvement programmes, but the perceptions and opinions of the major stakeholders in development including the political and social role players within the recipient
domain - are also to be recognised. For a social involvement programme to be effective and efficient, three major areas of involvement have been identified. As a corporate citizen a company has a responsibility to assist in the maintenance of society
through grants and donations to non-governmental organisations and development agencies. It also has an obligation to render support to existing development projects and to create appropriate support mechanisms and programmes to facilitate development. In the process the private sector provides a delivery system for the transfer of technology from its source to appropriate recipients. One of the most significant obstacles preventing accelerated development is, however, is the lack of institutional capacity within local communities. The private sector, therefore, must also focus on people centered development and the establishment of appropriate
processes to enhance socio-economic as well as socio-politlcal development. With all the resources vested within the company - not in the corporate social involvement function only, but also in other disciplines - business has a substantial contribution to make. This study focuses on the development of an integrated approach towards corporate social involvement, including the integration of internal and external resources within the influence sphere of the company. It also endeavours to develop an integrated development process to bring about synergy between traditionally opposing sides of the socio-political arena in South Africa. It departs from the central premises that people who depend on each other for economic survival and growth, have to co-operate, regardless of the political, cultural or religious differences between them.
Research has been based on experience in the workplace and interaction with a wide variety of practitioners in the corporate social involvement field. The study concludes that South Africa needs to address the issues prohibiting real economic growth, including the socio-economic and socio-political deficiencies, with vigour if the country is to become a strong contender in the world economy. The private sector can only
make a substantial contribution through its social involvement programmes if an integrated approach is followed to empower the programme. This does not imply unnecessary increases in social budgets during periods of economic decline. Through the integrated development process which is developed in the study, the expertise,
organisation, financial resources and facilities of all the role players external and internal to the company - are mobilised to accept joint responsibility and ownership for the development of their own destinies.