ASSESSMENT OF CORPORATE SOCIAL RESPONSIBILITY AS A MARKETING TOOL: THE CASE OF F.D.R.E METALS AND ENGINEERING CORPORATION /METEC/

Abstract

This study explores the practice of corporate social responsibility as a marketing tool to create value for the company’s stakeholders and for the company itself and explain the components reflected either directly or indirectly through their business activities as they operate focusing on the F.D.R.E Metals and Engineering Corporation /METEC/ corporate level and industries. The study presents the relationship between corporate social responsibility (CSR) initiative and marketing tool of F.D.R.E Metals and Engineering Corporation /METEC/ in Addis Ababa. The study used explanatory research method and non-probability (purposive) sampling technique used in which primary data were employed. The researcher used 166 respondents from managerial staff, non-managerial staff and customers of the organization. To collect appropriate data closed and open ended questionnaires were used. The analysis of primary data was conducted by descriptive statistical tools and non-parametric test (chi-square test of independence) conducted. Corporate social responsibility initiatives as a marketing tools impact on performance taken as measures. The findings revealed that CSR initiative of the METEC has implemented to accomplish organization strategic issues rather than using as marketing tools. This leads the researcher to conclude that organizations with good corporate social responsibility initiative have good organizations reputation, good commitment to social welfare, good environmental protection method, keeps employee wellbeing and have satisfied customers in their operation. The researcher recommended that to improve organizations performance further designing and implementing customers' problem handling mechanism, form CSR management unit and creating awareness and common understanding among employees are advisable.