Please use this identifier to cite or link to this item: https://hdl.handle.net/10321/5435
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dc.contributor.authorMaome, Itumeleng Judithen_US
dc.contributor.authorZondo, Robert Walter Dumisanien_US
dc.date.accessioned2024-08-27T08:13:04Z-
dc.date.available2024-08-27T08:13:04Z-
dc.date.issued2024-07-27-
dc.identifier.citationMaome, I.J. and Zondo, R.W.D. 2024. Investigating the nexus of corporate social responsibility and marketing performance in a medium-sized clothing manufacturing enterprise in South Africa. International Journal of Business Ecosystem & Strategy. 6(3): 23-32. doi: http://dx.doi.org/10.36096/ijbes.v6i3.520en_US
dc.identifier.issn2687-2293 (Online)-
dc.identifier.urihttps://hdl.handle.net/10321/5435-
dc.description.abstractOrganisations all over the world are increasingly adopting Corporate Social Responsibility (CSR) as a strategic tool, not only for improving their brand image but also in making a meaningful contribution to the welfare of society. This trend includes incorporating socially responsible aspects into marketing strategies, resulting in goods and services that benefit the community at large. Small and Medium Enterprises (SMEs) play an important role in this framework as they contribute significantly to both social and economic growth. Using a quantitative methodology, this study examined the experiences of a manufacturing organisation in the eThekwini District Municipality of KwaZulu-Natal that has included CSR into its marketing strategies. The analysis employed the Ordinary Least Squares (OLS) method, with data evaluated using the Statistical Package for the Social Sciences (SPSS). This study collected and analysed pre- and post-CSR implementation quarterly data on sales performance and customer retention. The empirical findings offer a multifaceted picture of the impact of CSR on marketing performance. There appears to be a substantial relationship between customer retention rates and marketing performance following CSR implementation. Interestingly, the study discovered an inverse association between sales volumes and marketing performance, implying that a rise in sales does not always result in improved marketing results for the organisation in question. This unexpected consequence shows the intricate interplay between CSR programmes and marketing outcomes, providing useful insights for businesses, particularly those in the South African manufacturing sector that are attempting to negotiate the complexities of CSR-driven marketing strategies. This study contributes to a better understanding of how CSR efforts can be strategically integrated with marketing goals to promote both social and business success.en_US
dc.format.extent10 pen_US
dc.language.isoenen_US
dc.publisherBussecon International Academyen_US
dc.relation.ispartofInternational Journal of Business Ecosystem & Strategy; Vol. 6, Issue 3en_US
dc.subjectCorporate social responsibilityen_US
dc.subjectManufacturing SMEen_US
dc.subjectMarketingen_US
dc.subjectSalesen_US
dc.subjectSouth Africaen_US
dc.titleInvestigating the nexus of corporate social responsibility and marketing performance in a medium-sized clothing manufacturing enterprise in South Africaen_US
dc.typeArticleen_US
dc.date.updated2024-08-24T17:19:25Z-
dc.identifier.doihttp://dx.doi.org/10.36096/ijbes.v6i3.520-
item.grantfulltextopen-
item.cerifentitytypePublications-
item.fulltextWith Fulltext-
item.languageiso639-1en-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.openairetypeArticle-
Appears in Collections:Research Publications (Management Sciences)
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