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Can Business and Social Strategies be Truly Aligned?
Emad Hammad, Hadeer Karem Kolkailah, Salma
Emad Hammad, Hadeer
Karem Kolkailah, Salma
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n732791.pdf
Adobe PDF, 139.85 KB
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Abstract
Nowadays, the way consumers view the business-society relationship is subject to a radical shift that displays a changing mindset about the role and responsibilities expected from the for-profit sector. Pressured by the challenge to meet consumer demands, Corporate Social Responsibility (CSR) emerged as a trend among corporate practices. Companies are undertaking acts to help in the development of local communities. Procter and Gamble (P&G) is well-known for engaging in social initiatives that enhance the social welfare along with gaining profits. This case study highlights the dilemma that P&G Egypt is facing post 25th of January revolution. Despite that the revolutionary mindset gives a room for companies to play a greater role in societal development, the accusations of corporate corruption and self-interest still pertain as a challenge against the success of social acts. Sustaining the current stream of social initiatives or undertaking new approaches remains an unanswered question for P&G Egypt in an attempt to achieve the business-social balance. This case study is based on personal communication with corporate officials. The main finding is that high skepticism levels among consumers highlights implications for corporations executing socially responsible behaviors in the Egyptian context.
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2012
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With permission of the license/copyright holder