Abstract
South Africa is a country where business is compelled to contribute towards the reconstruction and development of an unequal society with CSI efforts. However, many such efforts are said to be unfocused and piecemeal, having little or no impact. This study aimed to identify factors that could possibly enhance effective implementation of CSI. This study engaged a sample of 20 participants consisting of two groups. One group comprised 10 heads of CSI divisions or foundations. The other group consisted of 10 senior professionals who, although not employed within the CSI space, were involved in social investment efforts. This sample of 20 participants was engaged through semi-structured face-to-face interviews in order to gather input in relation to the study topic and objectives.
The interviews were, with the permission of all participants, recorded and transcribed. Thereafter data was analysed using thematic analysis as the data analysis method. The study concluded that CSI was having very limited impact on the social developmental needs of South Africa. The study further identified six factors that could enhance effective implementation of CSI. These factors are: CSI not being motivated by marketing purposes; alignment between CSI and business strategy, an appropriately structured and staffed CSI division reporting to the highest office in business; a focused CSI strategy, carefully considered collaboration within CSI and focusing the communication of CSI on impact.
In a quest to help companies in South Africa find socio-economic needs that could become focus areas for the next five years (2015-2020), education, health and entrepreneurship were identified as possible focus areas.
M.Com. (Business Management)