Corporate Social Responsibility: Organization's Pull And Push Strategy

Abstract

Corporate Social Responsibility, though not a new concept to both foreign and indigenous organizations operating within the shore of Nigeria and as well as researchers in the management field, however, the strategy been utilized is not gaining required recognition hence the failure of the practice to deliver its intended benefits. Despite the various economic challenges like electricity, security and corruption bedeviling the country leading to exodus of many manufacturing organizations out of Nigeria, one of the major organizations weathering storms and becoming stronger is Dangote Cement. The CSR initiatives of the firm is seen as one of its secret hence the study of the strategy been used. A synthesis of push and pull strategy that is robust and all stakeholder inclusive is adopted by it, pushing its product to the market while also attracting the people to it, hence its success story in the sector.

Keywords: Corporate Social Responsibility, Organizations, Pull and Push strategy, Sustainability, Marketing Mix, Situation Response.

DOI: 10.7176/EJBM/11-6-12