| |
Total Requests 0 Unsatisfied Requests 0
|
|
You searched Library Catalogue - Title: Ramage's prize
|
|
Call Number (WOU)
|
SP CEMBA 2011 81
|
|
Author
|
Yong, Kok Leong
|
|
Title
|
The study of the effectiveness Nike using Corporate Social Responsibility as their marketing strategy / Yong Kok Leong
|
|
Abstract
|
This study is will examine and to understand on how Corporate Social Responsibility (CSR) can create value for the organisation and in which way it is related to corporate marketing strategy. The Nike CSR experience can perhaps lay an foundation and framework to other companies realising that CSR is not an expenditures burden but can also be the cost-cutting factor, studying at this successful organisation will lead to gaining insight core value on how a
organisation can use CSR to its maximum potential – by integrating it becoming its core
competence and thus incorporating it in its marketing strategy and furthermore how to
reap the potential benefits of CSR communication. . The CSR performance will serve as
the organisation’s social investment and insurance, by establishing a positive reputation
rapport in the eyes of stakeholder groups with the society and helps to mitigate the impact
of any unforeseen negative events by reducing the likelihood that stakeholders being
blame to the company unprecedented misconduct at the operational level activities are
concerned. This study is based on a qualitative research methodology, chosen research
methodology which shall be employed and contributing to the purpose of this study, and
also the assessment on the collecting of data responding to the research questions to
investigation on the effectiveness Nike using CSR as their marketing strategy. As the
result only 80 out of 100 respondents were drawn from the sample population on the
randomly method selected to participate, the survey has also discovered a number of
factors which have been highlighted as key drivers of creating awareness, moulding the
perception and acceptance of consumers towards CSR program. Table of statistic
information, Bar Chart and Pie chart are also using in the study to present for easy
understanding on the analysed data, recommendation is also made for future study to
have a larger sample population from different cities in Malaysia, this to ensure more
critical statistical outcome can be collected and analyzed for better understanding on the
respondents different living cultured influence in each city within Malaysia.
|
|
Notes
|
Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
|
|
Publisher/Year
|
Penang : School of Business and Administration, Wawasan Open University, 2011
|
|
Physical Description
|
104 p.; 30 cm.
|
|
Subject
|
Wawasan Open University -- Dissertations
|
|
Subject
|
Social responsibility of business -- Malaysia
|