Csr Proposal

RESEARCH PROPOSAL

BY

ADEPOJU, OLUWATOYIN ARINOLA

PAU/SMC/MSC/PT4/120004

CORPORATE SOCIAL RESPONSIBILITY AS A SOCIAL THREAD OF COMMUNICATION: A CASE STUDY OF ZENITH BANK PLC (2008-2014)

1.1 Introduction to the Study

Corporate social responsibility (CSR) could be simply put as how companies manage their businesses, and the strategies adopted to effectively produce an overall positive and lasting change within the society or the business environment where they operate.

Every business operates in a typical social environment, and every business society comprises of the shareholders, customers, financial analyst, government, non-government organizations (NGOS), local communities, unions, employees, workplace, and environment

The literature on CSR has produced much definition over the decade since its emergence on the business scene (Carroll, 2004) and this concept CSR has evoked lots of debate amongst scholars. It is sometimes referred to as ‘’business virtue’’ or ‘’social responsibilities’’. It means different things to different people. To some, it means the idea of legal responsibility or obligation and to others it means social responsible behavior which is sometimes seen as a charitable contribution to the society.

According to the foremost scholar of CSR Carroll (1983) ‘CSR involves the conduct of a business so that it is economically profitable, law abiding, ethical and socially supportive’. The commission of European communities defined CSR as a ‘’concept whereby companies integrate social and environmental concerns in the business operations and in their interaction with their stakeholder in a voluntary basis’’. As good as the notion of CSR may seem there are different views by different scholars as to what constitute CSR.

ZENITH BANK PLC (Zenith Philanthropy)

Zenith Bank has in 23 years, grown to be one of the biggest and most profitable banks in Nigeria.

Established in May 1990, the bank started operations in July of the same year as a...