MNCs' CSR Practices in Nigeria

The assignment examines the Corporate Social Responsibility (CSR) practices of two Multinational Corporations (MNCs) operating in Nigeria. It delves into the expectations surrounding these companies' CSR initiatives and compares them with the realities of their actions. The analysis draws on various academic sources, including research articles and books, to provide a comprehensive understanding of MNCs' CSR contributions and challenges within the Nigerian context.

MANAGING A
BUSINESS
RESEARCH
PROJECT

TABLE OF CONTENTS
TASK 1............................................................................................................................................3
Project aim and objectives for the chosen scenario ....................................................................3
P 2 Project management plan including aspects of cost, scope, time, quality, communication
and risk ........................................................................................................................................4
P 3 Work breakdown structure and Gantt chart for providing time frame stages for completion
......................................................................................................................................................5
TASK 2............................................................................................................................................6
P 4 Small scale research by applying qualitative and quantitative research methods ................6
TASK 3 .........................................................................................................................................17
P 5 Analysis of research and data using appropriate tools and techniques ...............................17
P 6 Communicate appropriate recommendations for drawing meaningful conclusions ..........18
TASK 4 .........................................................................................................................................19
P 7 Reflect on the value of undertaking the research ................................................................19
REFERENCES .............................................................................................................................21
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RESEARCH TITLE :- The impact of CSR on a functional area within an organization to
promote profitability and financial sustainability. A study on Sainsbury's
TASK 1
Project aim and objectives for the chosen scenario
Corporate social responsibility (CSR) is defined as initiative taken by an organization for
making positive changes in lives of local community people. It is responsibility taken by a
venture towards social and environmental perspective (Türkel, Uzunoğlu and Vural, 2016). It is
critical that business should use their power and revenue for making positive changes in the
society and environment. Different community development programs are started by the
companies and it supports for making changes in lives of people.
Social activities carried out by a group includes health, primary education, women
empowerment skill training and entrepreneurship. CSR activities are performed at local,
regional, national and global level and it supports for making globally agreed sustainable
development. Present research is based on Sainsbury's which is one of the largest retail company
of UK and offers superior quality products for its consumers (Sainsbury's . 2017). Business
needs to take accountability towards society, community people and environment. Operational
activities that are performed by the company produces waste and it ultimately gives impact on
the local environment. Retail industry of UK is growing at a faster pace and many organizations
are working in this sector and offering products to the clients (Das and Bhunia, 2016). It has
become vital that competitive advantage should be gained for the business so that loyalty of
buyers can be gained. There are various methods that the researcher has used for assessing the
significance of CSR activities to promote profitability and financial stability.
Aims and Objectives for the present study are as mentioned :-
Aim :- The impact of CSR on a functional area within organization to promote profitability and
financial sustainability. A study on Sainsbury's
Objectives :-
 To understand importance of Corporate social responsibility (CSR) for a business.
 To ascertain the relationship in CSR activities performed by a company and profitability.
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 To recommend various CSR activities that can be used by business for making positive
improvements in financial performance.
Research questions
1. What is importance of CSR activities for enhancing profitability of a business?
2. What is the relationship between CSR and profitability earned by a company?
3. What are the different CSR activities that could be used by a business for making
improvements in profitability and financial performance?
P 2 Project management plan including aspects of cost, scope, time, quality, communication and
risk
It is imperative that project management plan should be designed in sequential and
logical manner so that required outcomes from the project can be achieved successfully.
Task Name Duration Start Finish Predecessors
Research project 92 days 03/28/17 Thu 7/6/17
Determining the research title
research Tile 22 days Mon 2/27/17 Thu 3/30/17
Discovering the research title 8 days Mon 2/27/17 Fri 3/10/17
Making predicament argument 4 days Mon 3/13/17 Mon 3/20/17 1
Framing performance 6 days Tue 3/21/17 Thu 3/30/17 3
Executing the plan 59 days Fri 3/31/17 Fri 6/23/17
Carrying out literature review 14 days Fri 3/31/17 Fri 4/21/17 4
Determining research
methodologies 16 days Mon 4/24/17 Wed 5/17/17 5
Evaluating cost that could occur
while completing the project 5 days Thu 5/18/17 Fri 5/26/17 7
Analysis of data and information
and representation of outcomes 19 days Mon 5/29/17 Fri 6/23/17 7
Evaluation of result and outcomes 9 days Mon 5/29/17 Mon 6/12/17 9
Completion of the project 16 days Tue 6/13/17 Thu 7/6/17
Conclusion and recommendations 7 days Tue 6/13/17 Fri 6/23/17 10
Corroboration of results 5 days Mon 6/26/17 Tue 7/4/17 12
Day of submission 1 days Wed 7/5/17 Thu 7/6/17 14
4

P 3 Work breakdown structure and Gantt chart for providing time frame stages for completion
5

TASK 2
P 4 Small scale research by applying qualitative and quantitative research methods
Data analysis is significant part of the research study and it expedites for performing the
research study in constructive manner. Questionnaire for conducting the present research is as
follows :-
Questionnaire
NAME :-
AGE :-
GENDER :-
EDUCATIONAL QUALIFICATION :-
(1) Are you aware about the Corporate social responsibility practices that are followed by
Sainsbury's?
(A) Yes (B) No (C) Can't say
(2) Do you agree that CSR practices supports for improving the profitability of Sainsbury's ?
(A) Strongly agree (B) Agree (C) Neutral (D) Disagree (E) Strongly disagree
(3) In your opinion what are the major reason for which a company should adopt CSR activities
?
(A) Promoting corporate image (B) Improving employee satisfaction (C) Attracting consumers
(D) Making positive changes in the society
(4) Do you agree that existing CSR practices that are followed in the company are satisfactory ?
(A) Strongly agree (B) Agree (C) Neutral (D) Disagree (E) Strongly disagree
(5) Which of the following activities as per your opinion should be included in CSR ?
(A) Health care activities (B) Society well-fare programs (C) Women empowerment (D)
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community development (E) Educational program
(6) Do you feel that there is need to make improvements in CSR practices that are currently
followed by Sainsbury's ?
(A) Yes (B) Can's say (C) No
(7) Do you think that sales of the company can be enhanced through CSR practices?
(A) Strongly agree (B) Agree (C) Neutral (D) Disagree (E) Strongly disagree
(8) Do you feel that more number of consumers can be attracted for selling products of the
company by involving in different CSR practices ?
(A) Strongly agree (B) Agree (C) Neutral (D) Disagree (E) Strongly disagree
7

Theme 1 :- Consumers are aware about the Corporate social responsibility practices that are
followed by Sainsbury's.
(A) Yes 35
(B) No 9
(C) Can't say 6
Interpretation :-
It can be interpreted from the above chart that 35 respondents have stated that they are
aware about the CSR practices that are followed by Sainsbury's. Contrary to this 9 participants
have stated that they are not aware about the CSR practices that are currently followed by the
company. 6 participants have stated their response in Can's say. It can be stated that majority of
the respondents are aware about different CSR activities that are performed by Sainsbury's.
8
(A) Yes (B) No (C) Can't say
0
5
10
15
20
25
30
35
40
35
9
6
Column B

Theme 2 :- Consumers strongly agree that CSR practices supports for improving the profitability
of Sainsbury's
(A) Strongly agree 31
(B) Agree 9
(C) Neutral 1
(D) Disagree 2
(E) Strongly disagree 7
Interpretation :-
It can be observed from the aboveDinnie, K., 2015 chart that 31 respondents have stated
that they are strongly agree that CSR practices supports for making improvements in profitability
of firm. 9 respondents have stated that they agree that CSR practices supports for improving the
profitability of the firm. Response of 1 participant is neutral and 2 respondents have said that
9
(A) Strongly agree
(B) Agree
(C) Neutral
(D) Disagree
(E) Strongly disagree
0
5
10
15
20
25
30
35
31
9
1 2
7
Column B

they are disagree with the fact. With this 7 respondents have stated that they strongly disagree
that CSR practices supports for making improvement in profitability of the firm.
10

Theme 3 :- Promoting corporate image is the major reason for which a company should adopt
CSR activities.
(A) Promoting corporate image 25
(B) Improving employee satisfaction 10
(C) Attracting consumers 6
(D) Making positive changes in the society 9
Interpretation :-
It can be observed from the above table that 25 participants have stated that promoting
corporate image is the major reason for which a company adopts CSR practices. It has been
stated by 10 participants that improving employee satisfaction is the major reason behind it.
Contrary to this 6 participants have stated that attracting consumer is the major reason for which
a company adopts CSR practices. Along with this it can be observed from the above table that 9
11
(A) Promoting corporate image
(B) Improving employee satisfaction
(C) Attracting consumers
(D) Making positive changes in the society
0
5
10
15
20
25
30 25
10
6 9
Column B

respondents have stated that making positive changes in the society is the major reason for which
a company involves for implementing CSR practices.
12

Theme 4 :- Consumers agree that existing CSR practices that are followed in the company are
satisfactory.
(A) Strongly agree 15
(B) Agree 20
(C) Neutral 1
(D) Disagree 6
(E) Strongly disagree 8
Interpretation :-
It can be observed from the above chart that 15 respondents have stated that they are
strongly agree that existing CSR practices that are followed by Sainsbury's are satisfactory. 20
participants are agree with this fact and response of 1 respondent is neutral. Along with this 6
participants have disagreed with this statement and 8 participants are strongly disagree that CSR
practices that are followed by the company are satisfactory.
13
(A) Strongly agree
(B) Agree
(C) Neutral
(D) Disagree
(E) Strongly disagree
0
5
10
15
20
25
15
20
1
6
8
Column B

Theme 5 :- Society well-fare programs activities should be included in CSR programs as per
opinion of the consumers.
(A) Health care activities 12
(B) Society well-fare programs 18
(C) Women empowerment 10
(D) community development 5
(E) Educational program 5
Interpretation :-
from the above chart it can be interpreted that 12 respondents have stated that health care
activities should be included under the CSR programs of the company. 18 participants have
stated that social well-fare programs should be included. With this 10 participants have stated
that women empowerment can be included under the CSR programs that are being initiated by
14
(A) Health care activities
(B) Society well-fare programs
(C) Women empowerment
(D) community development
(E) Educational program
0
2
4
6
8
10
12
14
16
18
20
12
18
10
5 5
Column B

the company. 5 participants have stated that community development and 10 respondents have
stated that educational programs activities should be included under the CSR activities that are
performed by the company.
15

Theme 6 :- Consumers feel that there is need to make improvements in CSR practices that are
currently followed by Sainsbury's.
Dinnie, K., 2015
(A) Yes 33
(B) No 10
(C) Can't say 7
Interpretation :-
It can be observed from the above table that 33 participants have stated that there is need
to make improvements in the existing CSR practices that are followed by the company. 10
participants have stated that there is no need for making improvement and 7 participants have
stated that Can't say about this statement. It reflects that majority of the respondents believes that
there is need for making improvements in CSR practices that are followed in the company.
16
(A) Yes (B) No (C) Can't say
0
5
10
15
20
25
30
35 33
10
7
Column B

Theme 7 :- Consumers agree that think that sales of the company can be enhanced through CSR
practices.
(A) Strongly agree 15
(B) Agree 20
(C) Neutral 4
(D) Disagree 7
(E) Strongly disagree 4
Interpretation :-
It can be stated that 15 participants have stated that they are strongly agree that sales of
the company can be enhanced through practicing CSR practices. With this 20 participants have
stated that they are agree that sales of the company can be enhanced by making use of CSR
practices. 4 participants are neutral and 7 are disagree with this fact. 4 respondents are strongly
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(A) Strongly agree
(B) Agree
(C) Neutral
(D) Disagree
(E) Strongly disagree
0
5
10
15
20
25
15
20
4
7
4
Column B

disagree with this fact. It can be observed that majority of the participants believes that sales of
the company can be enhanced through CSR practices that are followed in the company.
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Theme 8 :- Consumers feel that more number of consumers can be attracted for selling products
of the company by involving in different CSR practices.
(A) Strongly agree 25
(B) Agree 20
(C) Neutral 1
(D) Disagree 2
(E) Strongly disagree 2
Interpretation :-
It can be observed from the above table that 25 respondents have stated that they are
strongly agree that more number of consumers can be attracted for selling the products of
company. 20 participants have stated that they agree with this fact. Response of 1 candidate is
neutral and 2 respondents are disagree with this statement. 2 participants have stated that they are
strongly disagree that sales of products can be enhanced by involving in CSR practices.
19
(A) Strongly agree
(B) Agree
(C) Neutral
(D) Disagree
(E) Strongly disagree
0
5
10
15
20
25
30
25
20
1 2 2
Column B

TASK 3
P 5 Analysis of research and data using appropriate tools and techniques
Appropriate tool and techniques have been used so that required outcomes of the study
can be achieved. Various techniques and tools that have been used in the research study are as
described :-
Introduction :- it is critical that research should be conducted in systematic and organized way
so that required outcomes of the study can be achieved (Smith, 2015). Research methodology is
explained as method that is being used in the study by the researcher. Various methods that have
been used in the research study supports the researcher for evaluating The impact of CSR on a
functional area within Sainsbury's organization to promote profitability and financial
sustainability. Valid and proper outcomes have been gained from the research study by making
use of effective tools and techniques.
Research philosophy :- Research philosophies that are selected by the researcher supports for
investigating the sources that could be used for carrying out deep understanding of the study
(Bell, 2014). There are two types of research philosophies that are used while conducting
research and positivism and interpretivism are two different methods. In the present study
researcher has used interpretivism and under this focus has been given for subjective part. It
comprise of various theories and models that have been used for conducting the study. Along
with this involvement of people also have been taken so that important data and information can
be collected from them. Using this approach has supported the researcher for attaining the aims
and objectives of the research study in successful manner.
Research design :- It is a tool that helps the researcher for conducting the study in logical and
systematic manner. Appropriate outline and framework is designed which depicts about the ways
in which a research can take place (Bryman and Bell, 2015). In the present study descriptive
researcher design has been used by the researcher. In this method study is conducted by making
use of theories and this approach has supported for outlining the major problem in the research
and it has hasten the way for assessing the solution for the problem. One more technique has
also been used in the study and it is exploratory research design. In this method various questions
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have been prepared by the researcher and it has helped for finding the solutions for the problems
that have been mentioned in the research study (Insel, 2014). Making use of this technique has
assisted in evaluating The impact of CSR practices on a functional area within Sainsbury's
organization to promote profitability and financial sustainability.
Data collection method :- It is critical that necessary data and information that is being required
for conducting the research should be collected from reliable and authentic sources (Robson,
and McCartan, 2016.). Researcher has used different methods so that required data can be
collected and necessary outcomes from the study can be gained. Primary and secondary, these
are two types of data that has been collected by the scholar. IN this regard primary data has been
collected by preparing a questionnaire. Along with this secondary data has been collected
through sources such as books, journals, websites and different journals. Well structures
questionnaire has been prepared by the researcher in which closed ended questions on the basis
of research objectives have been mentioned.
Sampling :- It is vary important part of the research study and it helps for collecting necessary
data and information (Hollifield, Martin and Orrenius, 2014). Present study is giving emphasis
on evaluating the impact of CSR on a functional area within Sainsbury's organization to promote
profitability and financial sustainability. 50 customers of Sainsbury's have been selected for
gathering the necessary data and information. Probabilistic sampling method has been used and
in this simple random sampling has been used for selecting the respondents for the study.
Data analysis :- It is important part of the research study and it helps for analysing the outcomes
in effective way (Pierre, 2016). Quantitative and quantitative are two different methods that are
used by the scholar in this study. In the present study qualitative method has been used for
conducting the data analysis. Thematic analysis method has been used by the researcher in which
use of graphical representation has been taken for carrying out the study.
P 6 Communicate appropriate recommendations for drawing meaningful conclusions
From the present study it has been identified that Impact is given by CSR activities on
sales activities of the organization. On the basis of the outcomes that have been gained from the
research some recommendations have been mentioned that could be used firm for making
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increment in sales so that profitability of the firm can be enhanced through CSR activities
(Supanti, Butcher and Fredline, 2015).
 Sainsbury's can make investment in CSR activities so that corporate image of the
company can be improved. It will aid for gaining consumer loyalty and making the
buyers aware about the different corporate social responsibility activities that are being
performed by the company.
 There are many CSR activities that could be implemented by company and society
welfare programs can be launched so that support can be given to needy and poor people
that are living in the society (Agwu and Taylor, 2015). In addition to that women
empowerment programs can be started and assistances can be provided to them for
earning better livelihood for themselves. Education and health care programs can also be
initiated so that education level and physical well being of the individuals that are living
in the society.
 Staff members of the company can be encouraged for taking part in the CSR activities of
the company and it will aid for reaching to large population. Brand image and corporate
image of the company can be developed and it will aid for gaining loyalty of consumers
towards the company (Castelo Branco, Delgado and Sousa, 2014). Other than this
employee training programs can be started in the firm and it will hasten for imparting
required skills and capabilities that are required by them for involving in the CSR
activities.
 It is critical that proper funds should be allocated so that CSR activities can be performed
with out facing much difficulties. Finance department of company can be given clear
instructions for allocating necessary funds that are required by them for carrying out the
CSR activities in innovative and effective manner.
 Separate team can be prepared and individuals working in them can be properly trained
so that they can perform the CSR related activities in better and effective way. Along
with this involvement of top management of the firm can also be ensured so that all the
required CSR practices can be implemented by involving joint support of all the
stakeholders (Fatma, Rahman and Khan, 2015).
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TASK 4
P 7 Reflect on the value of undertaking the research
In order to conduct research study for evaluating the impact of CSR on functional area
within Sainsbury's organization to promote profitability and financial sustainability different
tools and techniques have been used. I have identified that it is essential that aims and objectives
work as founding stone for the overall research study.
I have learned that Gantt chart expedites for planning all the essential activities of the
project in systematic and sequential manner. There are two types of data that are used in the
research study and it comprise primary and secondary data. I have found that primary data for
the study can be collected through questionnaire method and secondary data can be collected
through books, journals, websites and magazines. I have acquired knowledge for carrying out
thematic analysis so that proper analysis of collected information can be conducted. Along with
this I learnt how to prepare chart and themes for doing the data analysis in effective manner.
Conducting this study has helped me in identifying that CSR activities play a pivot role in
improving the corporate image and it also aid for gainingSainsbury's . 2017 loyalty of consumers
towards the firm. I have gained knowledge about importance of different CSR practices their role
in increasing sales of the products that are offered by the company.
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