IDEAS home Printed from https://ideas.repec.org/a/hur/ijarbs/v6y2016i7p130-141.html
   My bibliography  Save this article

To Examine the Influence of Market Place as a Factor of Corporate Social Responsibility on Competitive Advantage within Pharmaceutical Companies in Kenya

Author

Listed:
  • Brigitte Aoko Odipo
  • Agnes W. Njeru

Abstract

This article examines the influence of market place as a factor of competitive advantage within pharmaceutical companies in Kenya. The study used probability sampling under the category of stratified and simple random sampling. The population of interest was composed of 23 pharmaceutical manufacturing as listed in the 11th edition of Kenya Manufacturers and Exporters Directory 2015 (KAM, 2015). The sample was 46 respondents both in Managerial and Non Managerial positions. The research instrument was a questionnaire. Analysis of the data was done using both descriptive and inferential statistics. The findings suggest that CSR activities enhance relationships with customers and it also presents an avenue for customer attraction and loyalty with company brands. Improved relationships with customers may well be translated into economic benefits. Regarding brand recognition, the study has shown that CSR provides greater transparency to the market(s) in which the companies operate and as such it can be innovatively applied to provide uniqueness and differentiation from competitors. Based on the results of this study, the conclusion is that adoption of CSR activities enhances pharmaceutical firm performance in the Market Place particularly on the elements of customer attraction and brand recognition. This study recommends that Pharmaceutical companies in Kenya should adopt CSR activities as there are clearly competitive advantages which include profit realization, employee attraction and retention, company and brand reputation, customer attraction, and brand recognition. The type of CSR activity to be adopted should be considered in view of the nature of customers it serves. This is in line with the respondents suggestion that CSR activities should be aligned to the sustainable development goals and that a company can restrict itself to 2 or 3 goals for better management.

Suggested Citation

  • Brigitte Aoko Odipo & Agnes W. Njeru, 2016. "To Examine the Influence of Market Place as a Factor of Corporate Social Responsibility on Competitive Advantage within Pharmaceutical Companies in Kenya," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(7), pages 130-141, July.
  • Handle: RePEc:hur:ijarbs:v:6:y:2016:i:7:p:130-141
    as

    Download full text from publisher

    File URL: http://hrmars.com/hrmars_papers/To_Examine_the_Influence_of_Market_Place_as_a_Factor_of_Corporate_Social_Responsibility_on_Competitive_Advantage_within_Pharmaceutical_Companies_in_Kenya.pdf
    Download Restriction: no

    File URL: http://hrmars.com/hrmars_papers/To_Examine_the_Influence_of_Market_Place_as_a_Factor_of_Corporate_Social_Responsibility_on_Competitive_Advantage_within_Pharmaceutical_Companies_in_Kenya.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Dana Brown & Antje Vertterlein & Anne Roemer-Mahler, 2010. "Theorising transnational corporations as social actors : An analysis of corporate motivations," Post-Print hal-02312984, HAL.
    2. Brown, Dana L. & Vetterlein, Antje & Roemer-Mahler, Anne, 2010. "Theorizing Transnational Corporations as Social Actors: An Analysis of Corporate Motivations," Business and Politics, Cambridge University Press, vol. 12(1), pages 1-37, April.
    3. Brown Dana L & Vetterlein Antje & Roemer-Mahler Anne, 2010. "Theorizing Transnational Corporations as Social Actors: An Analysis of Corporate Motivations," Business and Politics, De Gruyter, vol. 12(1), pages 1-39, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Dominik Aaken & Florian Buchner, 2020. "Religion and CSR: a systematic literature review," Journal of Business Economics, Springer, vol. 90(5), pages 917-945, June.
    2. Jette Knudsen, 2013. "The Growth of Private Regulation of Labor Standards in Global Supply Chains: Mission Impossible for Western Small- and Medium-Sized Firms?," Journal of Business Ethics, Springer, vol. 117(2), pages 387-398, October.
    3. Johan Graafland & Niels Noorderhaven, 2020. "Technological Competition, Innovation Motive and Corporate Social Responsibility: Evidence from Top Managers of European SMEs," De Economist, Springer, vol. 168(1), pages 1-22, March.
    4. Saghiri, Soroosh Sam & Mirzabeiki, Vahid, 2021. "Buyer-led environmental supplier development: Can suppliers really help it?," International Journal of Production Economics, Elsevier, vol. 233(C).
    5. Chuluunbat Tsendsuren & Prayag L. Yadav & Seung Hun Han & Seongjae Mun, 2021. "The effect of corporate environmental responsibility and religiosity on corporate cash holding decisions and profitability: Evidence from the United States' policies for sustainable development," Sustainable Development, John Wiley & Sons, Ltd., vol. 29(5), pages 987-1000, September.
    6. Linda Westman & Christopher Luederitz & Aravind Kundurpi & Alexander Julian Mercado & Olaf Weber & Sarah Lynne Burch, 2019. "Conceptualizing businesses as social actors: A framework for understanding sustainability actions in small‐ and medium‐sized enterprises," Business Strategy and the Environment, Wiley Blackwell, vol. 28(2), pages 388-402, February.
    7. Jacob Hörisch & Isabell Wulfsberg & Stefan Schaltegger, 2020. "The influence of feedback and awareness of consequences on the development of corporate sustainability action over time," Business Strategy and the Environment, Wiley Blackwell, vol. 29(2), pages 638-650, February.
    8. Santos Nicholas J.C. & Laczniak Gene R., 2012. "Marketing to the Base of the Pyramid: A Corporate Responsibility Approach with Case Inspired Strategies," Business and Politics, De Gruyter, vol. 14(1), pages 1-44, April.
    9. Chuluunbat Tsendsuren & Prayag Lal Yadav & Sangsoo Kim & Seunghun Han, 2021. "The Effects of Managerial Competency and Local Religiosity on Corporate Environmental Responsibility," Sustainability, MDPI, vol. 13(11), pages 1-14, May.
    10. Lindsey M. Bier & Candace L. White, 2021. "Cultural diplomacy as corporate strategy: an analysis of Pasona Group’s “New Tohoku” program in Japan," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(2), pages 180-192, June.
    11. Akrum Helfaya & Nasser Fathi Easa, 2022. "Islamic Religiosity and CSR Attitudes—The Case of Egyptian Managers," Sustainability, MDPI, vol. 14(18), pages 1-16, September.
    12. Alvise Favotto & Kelly Kollman, 2021. "Mixing business with politics: Does corporate social responsibility end where lobbying transparency begins?," Regulation & Governance, John Wiley & Sons, vol. 15(2), pages 262-279, April.
    13. Corrie Mazereeuw-van der Duijn Schouten & Johan Graafland & Muel Kaptein, 2014. "Religiosity, CSR Attitudes, and CSR Behavior: An Empirical Study of Executives’ Religiosity and CSR," Journal of Business Ethics, Springer, vol. 123(3), pages 437-459, September.
    14. Stefan Schaltegger & Jacob Hörisch & Derk Loorbach, 2020. "Corporate and entrepreneurial contributions to sustainability transitions," Business Strategy and the Environment, Wiley Blackwell, vol. 29(3), pages 1617-1618, March.
    15. Thomas Magnusson & Viktor Werner, 2023. "Conceptualisations of incumbent firms in sustainability transitions: Insights from organisation theory and a systematic literature review," Business Strategy and the Environment, Wiley Blackwell, vol. 32(2), pages 903-919, February.
    16. Bor, Sanne & O'Shea, Gregory & Hakala, Henri, 2024. "Scaling sustainable technologies by creating innovation demand-pull: Strategic actions by food producers," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    17. Lindsey M. Bier & Candace L. White, 0. "Cultural diplomacy as corporate strategy: an analysis of Pasona Group’s “New Tohoku” program in Japan," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 0, pages 1-13.
    18. Harjoto, Maretno Agus & Rossi, Fabrizio, 2019. "Religiosity, female directors, and corporate social responsibility for Italian listed companies," Journal of Business Research, Elsevier, vol. 95(C), pages 338-346.
    19. Zhuo Ban & Xiaohui Pan, 2020. "An analysis of national image communication strategies of Chinese corporations in the context of one-belt-one-road," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 16(1), pages 97-106, March.
    20. van der Ven Hamish, 2014. "Socializing the C-suite: why some big-box retailers are “greener” than others," Business and Politics, De Gruyter, vol. 16(1), pages 31-63, April.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hur:ijarbs:v:6:y:2016:i:7:p:130-141. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Hassan Danial Aslam (email available below). General contact details of provider: http://hrmars.com/index.php/pages/detail/IJARBSS .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.