Corporate social responsibility and competitive advantage in telecommunication industry in ghana: mediation role of marketing capabilities. Case study of mtn ghana

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Date
2023
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KNUST
Abstract
Corporate social responsibility involves marketing philosophies, policies, procedures and actions whose primary objective is the enhancement of the society. In view of this, telecommunication companies in Ghana have been embarking on numerous social intervention programmes in areas of health, education and general community development. The study is on corporate social responsibility and competitive advantage the mediating role of marketing capability. The main objective is to assess corporate social responsibility and competitive advantage the mediating role of marketing capability. The specific objectives were to examine the relationship between corporate social responsibility and competitive advantage of mtn Ghana ltd and to examine the mediating role of marketing capabilities on the relationship between corporate social responsibility and competitive advantage at mtn Ghana ltd. Data was collected from hundred and fifteen (115) mtn workers in Kumasi, using convenient sampling. The data collection tool employed was questionnaire. The data was analyzed using (spss version 24). Findings from the analysis showed that there is a significant relationship between corporate social responsibility and competitive advantage of mtn Ghana ltd. In other words, corporate social responsibility practices of the mtn Ghana persuaded competitive advantage also, marketing capability mediates the relationship between corporate social responsibility practice and competitive advantage. With the usage of marketing capabilities as well as other variables like sex, age, education, position working years, and department, the outcome indicates that marketing capabilities and corporate social responsibility have positive relations with competitive advantage. This provided a coefficient of 0.033 and 0.021correspondingly
Description
A thesis submitted to the Kwame Nkrumah university of science and technology business school in partial fulfilment of the requirements for award of masters of science marketing
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