Abstract
M.Comm.
The purpose of the present study was to explore the extent of key stakeholder engagement in Coca-Cola's corporate social responsibility (CSR) initiatives in South Africa, and to establish the stages at which stakeholders are practically involved in such CSR initiatives. This study focused on two types of populations. The first was an unknown number of industry experts in the Johannesburg area who provided information about how CSR stakeholders should be identified and involved in CSR initiatives. These experts were sampled through a purposive sampling approach, and ten participants were interviewed from this population. The second population comprised of 20 executives at Coca-Cola South Africa who have knowledge of the CSR activities of the company. For these executives, a convenience sampling technique was used, and a total of 15 participants were interviewed from this group. The current study utilised interview guides for data collection in both groups of participants. Data collection was conducted from April to August 2011.
There was agreement amongst all participants that CSR should uplift communities while relationships are built with stakeholders. Regarding the selection of stakeholders, both groups of participants agreed that the relevance of stakeholders depends on the CSR initiative to be pursued. The findings of this study indicate that the stages at which identified stakeholders get involved in CSR initiatives depends on the CSR project to be undertaken. Participants from both groups indicated that hostility may result from not engaging with relevant stakeholders. This study recommends that the CSR policy at Coca-Cola be revised so that the engagement of relevant stakeholders is clearly articulated. Regarding future research, it is recommended that this study be replicated with corporations in a similar industry. In addition, it is recommended that future studies solicit the views of beneficiaries as well as those of the employees with regard to the identification and involvement of stakeholders.