This thesis takes point of departure in the case of the CSR project resulting from the partnership between the development NGO, Ibis, and the confectionery company, Toms. More specifically, the project, which functions as the case, is the CSR project entitled ”Strengthening the Education Sector in Cocoa Producing Districts in Ghana” supported by Danida’s Program for Innovative Partnerships for Development running for a three-year period from 2007 until 2012. The research question is: how are the targeted pupils, the Ghanaian society and community impacted by the CSR project? With the following sub question, which are answered sequentially in order to arrive at an answer to the overall research question: I) How are the targeted pupils, the Ghanaian society and community impacted from a qualitative perspective? II) How are the targeted pupils, the Ghanaian society and community impacted from a quantitative perspective? III) What do Ibis and Toms emphasize as the impact and why have they chosen to emphasize these aspects? For the purpose of this thesis, impact is defined as the outcomes of the projects considering the inputs. In order to answer the first sub question regarding qualitative perspectives on how the pupils, the Ghanaian society and community are impacted from the CSR project a logic model analysis is conducted. The conclusion is that the pupils improved their test scores, the drop-out rates lowered, they spent less time doing dangerous work in stead of going to school and they felt more enthusiasm for learning and school. The community and Ghanaian society experienced increased knowledge and understanding of child labor and strengthened feeling of community. In order to answer the second sub question regarding the quantitative perspectives on how the pupils and the Ghanaian society and community are impacted, a social return on investment analysis is conducted. The result is a ratio indicating how much social value is gained for the investment made. The analysis was conducted based on a number of assumptions and concluded that the pupils and the Ghanaian society and community benefitted from the CSR project 27.8 fold. This indicates that for each DKK invested, the pupils and the Ghanaian society gained 27.8 DKK through higher income as a result from the CSR project. Finally, as it is acknowledged that the data upon which the social impact analyses are conducted is subjective and representing the point of view of Ibis and Toms, as they have made it, it is analyzed what the motivations for emphasizing the impact as positive could be. Cause related marketing theory suggests that companies can benefit in terms of increased brand value and costumer loyalty from communicating positive impacts and results from the project and the strategic emphasis of the project. It was found that the CSR project is dealing with improving the quality of education in areas of Ghana involved in the cocoa industry; however, not targeting directly Toms’ supply chain or child labor other than indirectly. Toms is actually involved with CSR activities which involve improvement of its supply chain and the working conditions, but this project is not known very well publically, as the emphasis on education and providing children with school books and educating teaching is easier communicated persuasively to the public, and is thus a better point of departure for benefits in terms of increased brand value and customer loyalty.
|Educations||MSc in Business, Language and Culture, (Graduate Programme) Final Thesis|
|Number of pages||96|