Assessing the Involvement of Vodafone Ghana Health Line as Corporate Social Responsibility Activity Strategy to Enhance the Overall Business Performance of Vodafone

Abstract

The concept of Corporate Social Responsibility (CSR) has over the years received much attention. This research aimed at exploring the impact of the involvement of Vodafone Healthline as corporate social responsibility strategy activity in enhancing Vodafone’s overall business performance. This thesis conceptualizes CSR using the Triple bottom line theory and Carrol model approach as a brand building tool to increase organisational business performance emphasizing the strategic importance of CSR and its potential to create mutually beneficial outcomes for organisations and their stakeholders. The study explored a qualitative data collection technique which comprises of interviews with responses from the Branch Manager of Vodafone Ghana, Tema Community One, some customers, and beneficiaries of Vodafone Healthline from Tema Newtown in the Greater Accra region. The study found most respondents understood what CSR is about and were aware of Vodafone Ghana’s CSR activities in Ghana, especially in the area of health. In particular, this thesis supports the proposition that CSR has a direct and positive impact on organizational performance in the area of profit, brand value, increase in market share it therefore envisaged that management of organizations in the telecommunications industry in Ghana can be more dedicated to CSR activities to boost the overall business performance. This thesis concludes with a discussion of the findings and provides recommendation for future research as well of the limitations of the study. The results of this thesis made some recommendation for policy formulation which includes organizations including a policy that is more committed to health-related CSR activities. Hence organizations should be more committed to their CSR activities and include such in their organizations’ mission and objective.