2

GHANA INSTITUTE OF JOURNALISM

VODAFONE CUSTOMERS’ PERCEPTION OF VODAFONE’S CORPORATE

SOCIAL RESPONSIBILITY ACTIVITIES

BY

AMY MAMLEY KISSEIH

A PROJECT WORK PRESENTED TO THE GHANA INSTITUTE OF

JOURNALISM IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR

THE AWARD OF A BACHELOR OF ARTS DEGREE IN COMMUNICATIONS

STUDIES.

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Dedication

I dedicate this project to my children; Nana Akosua Kuntuwaa and Owura

Yaw Amofah Osei-Frempong.

Acknowledgements

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I want to thank the Almighty God who is my supreme source of inspiration

and encouragement. I will continue to depend on him all the days of my life.

To my two lovely children, thanks for your endurance and tolerance during

the time I had to combine motherhood, scholarship and career development

in order to have a better view of the World. You are my source of inspiration.

Thanks.

To my late mother Mrs. Janet Kisseih, I say may God grant you perfect rest

where ever you are. You were a single mother who had to brave the odds to

take care of us.

To my siblings; Edna Ansu Manu, Gifty Kisseih and especially, Donald Kisseih

thanks for being there for me when I needed you.

To my husband, Mr Samuel Osei-Frempong, thanks for your support.

To my supervisor Mr. Kweku Rockson thanks for supervising me.

To my public relations lecturer, Mrs. Mavis Essandoh, thank you for boosting

the desire in me to pursue public relations as a profession.

To Gloria Ama Donkor, you are the person I call my best friend.

To my friend Mrs. Georgina Ahorbo thanks for your encouragement and

advice.

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Declaration

This is to declare that all works presented in this project are my ideas. Any

source used is duly acknowledged. This is a requirement in partial fulfilment

of a Bachelor of Arts degree in Communications Studies at the Ghana

Institute of Journalism.

Table of Contents

Abbreviations 4

Corporate Social Responsibility (CSR)

Association of Ghana Industries (AGI)

Ghana National Chamber of Commerce and Industry (GNCCI)

Ghana Employers' Association (GEA)

Danish Development Agency (Danida)

Improving Business practice (IBP)

Sub-Component of the Business Sector Programme Support (BSPS)

Ghana Business Code (GHBC)

World Business Council for Sustainable Development (WBCSD)

United Nations (UN)

Internet Service Provider (ISP)

International Communication Technology centre (ICT)

Chapter one: Introduction

I. Background statement

II. Problem statement

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III. Research objectives

IV. Significance of study

V. Scope of study

Chapter two: Literature Review

I. Theoretical framework

II. Review of related literature

III. Operational definitions

Chapter three: Methods

I. Sample and population

II. Instruments

III. Design

IV. Procedure

Chapter four: Results

I. Data analysis

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II. Discussion

III. Recommendations

Chapter five:

I. Summary

II. Conclusion

III. Suggestions for further study

CHAPTER ONE

1. Introduction

There is a hidden hand which governs the operations and conscience of

corporate bodies and all that they do as far as image building strategies and

attention grabbing are concerned. It manifests itself in various ways and for

every muscle stretched and for every drop of sweat that goes into it, a 7

memory is created which will never go through the obliterating teeth of the

shredder. This is well known as Corporate Social Responsibility (CSR).

Most business concerns or organisations in Ghana and most parts of the

world seek to indulge in this extra corporate activity or important corporate

activity to win affection in communities in which they operate and even to

seek a better image outside their geographical confines. The reasons may go

beyond image building as others see a need that could easily be met or

sometimes turning a societal problem into a business activity or just

engaging in one of those spins to assume the role of the provider.

Modern best practices in the business community dictate that such deeds

should be seen as a duty of that organisation to give something back to the

community which has hosted it and has taken so much from.

Under the umbrella of CSR, organs or business entities are obliged to

consider the interest of society in all aspects of their operations. Their foci

are usually non profit making, but ensuring that they provide some of the

needs of society or the community in which they operate.

CSR as an obligation goes beyond what is required by the law and economics

for a firm to pursue long term goals that are good for society, the continuing

commitment by business to behave ethically and contribute to economic

development while improving the quality of life of the workforce and their

families, that of the local community and society as a whole. So when multi

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millionaire Andrew Carnegie (1835-1919) stated that the rich hold the wealth

in trust for the poor and needy while John Cadbury would create a village for

factory workers and see to it that they led a healthy lifestlye (Rockson,

2008), they are enforcing the principle that the existence and management

of a company is about seeking the interest and welfare of society.

In Ghana, three key actors in the business and industry namely, the

Association of Ghana Industries (AGI), Ghana National Chamber of

Commerce and Industry (GNCCI) and Ghana Employers' Association (GEA)

with support from the Danish Development Agency, Danida‘s, Improving

Business Practice (IBP), Sub-Component of the Business Sector Programme

Support (BSPS), have crafted the Ghana Business Code (GHBC) as a set of

principles introduced into the Ghanaian business to guide the Ghanaian

entrepreneur in his or her quest to be socially responsible.

The GHBC is a series of prescriptions based on UN Global Compact relating

to human rights, labour standards, the environment and transparency in

business operations. (www.ghanabusinesscode.com).

The Ghana Business Code provides a yardstick for its members and ensuring

good business practises. The GHBC emphasizes the triple bottom line (3Ps)

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of corporate responsibility with regard to People, Profit and Planet. These and

others have persuaded me to undertake this research.

1.1 Background to the study

In the 1960s, businesses came under scrutiny; the like of which most

executives had never experienced. Increased government regulations,

investigations by government agencies, and more intense reporting

requirements threw the media spotlight on business activities once relegated

to only financial pages. This gave rise to a new kind of journalism called’

muckraking’ also known as ‘investigative reporting’. Most businesses tried to

fight back, but due to the nature of legal defence which is time consuming

and costly, they had to re-negotiate their stand. This brought about the

introduction of codes of conduct because most of the corporations began to

look at their internal affairs and sought to put their houses in order. Some

businesses saw it wise to keep a low profile whiles others took theirs to the

‘court of public opinion’.

Still in the 1960’s and 70’s, most segments of the public scorned at

businesses for perceived wrongs and exploitation which had been fuelled by

the growth and acceptance of socialism (anti-capitalism) and radical trade

unionism as well as the environmental movement, auspiciously led by the

Greenpeace, demanding more accountability and ethical commerce. During

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this time, two young investigative journalists were not only helping to bring

down a corrupt government during the ‘Watergate’ scandal in the United

States of America but were trying to open the doors to corporate boardrooms

long locked to an inquisitive outside world.

In 1972, an opinion research conducted on corporations found that 60

percent of adults held businesses in ‘low esteem’, highlighting a growing

problem for business. A corporate credibility gap cast a shadow over many

corporations that had operated under the guise of withholding information

because of “privacy rights”, or for fear of ‘trying a case in public’ or simply

‘no comment’.

The new era of corporate social responsibility and public relations began in

the 1980’s. An example is the handling of the Tylenol poisonings in 1983 by

Johnson and Johnson. It became a textbook on how to respond to crisis.

Unlike Three Mile Island, Johnson and Johnson responded to all media

requests for information and generally fulfilled the company’s responsibility

to the public interest. By the close of the 1980’s the chemical industries

caught up with Dow’s philosophy and instituted an across- the- program of

social responsibility. ‘Responsible Care’ is the name of the self- policing code

of conduct by which all members of the Chemical Manufacturers Association

abide.

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A great deal of confidence was expressed by 25 percent of Americans in

major corporations, banks and financial institution, when the University of

Chicago Opinion Research Centre conducted a survey. When the Reagan

administration began deregulating various industries, CSR was again tested

in the airlines, railroads, banks and savings and loans sectors. This led to

business leaders and public relations practitioners take the centre stage as

the times called for a new spirit of volunteerism. (Cutlip, Center & Broom

1998).

1.1.2 VODAFONE GHANA

History

Ghana Telecommunications Company was established after World War II as a

wing of the then Post and Telecommunications Corporation. Ghana Telecom

was formed out of the Engineering Division of the erstwhile Ghana Post and

Telecommunications Corporation. In order that the company functions as a

commercially viable entity, it was split into two autonomous divisions by the

government of Ghana into Ghana Postal Services and Ghana

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Telecommunications Company. The Company was under the then Ministry of

Transport and Communications in 1974.

On June 16, 1995, Ghana Telecom was incorporated to take over the assets

of the Telecommunication division of the P&T Corporation.

Privatisation

After its creation, Ghana Telecom has undergone three forms of

privatisation. The first one was with Telecom Malaysia on December 16,

1996. Government retained 70% of the shares while 30% was given to

Telecom Malaysia. The second privatisation which was more of managerial

re-orientation contract was with ‘Telenor’ of Norway. It came in to effect on

July 04, 2002 and lasted till June 2007. The current one is with Vodafone

group PLC of United Kingdom. It began on September 24, 2008 with

government selling seventy percent of its shares to Vodafone.

Vodafone Ghana is one of the Vodafone Group Plc, a leading global mobile

telephony company. This follows the successful acquisition of 70% shares in

Ghana Telecommunications Company (GT) by Vodafone international Plc on

July 23, 2008.

Vodafone Ghana, originally the Post and Telecommunications Department of

the Civil Service, went through several transformations before it was named

Ghana Telecom in 1996.

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As one of the industry leaders, providing fixed, mobile and internet

broadband services, the company serves as the backbone for economic

growth and developing the ICT sector. Vodafone Plc is making significant in-

roads in Africa and currently operates in Kenya, South Africa, Tanzania and

Mozambique. It has significant presence in Europe, the Middle East, Asia

Pacific and the United States through the company’s subsidiary

undertakings, joint ventures, associated undertakings and investments.

Vodafone group has more than 289 million customers, excluding paging

customers, calculated on a proportionate basis in accordance with its

percentage interest in these ventures. Operational in 26 countries, the

company is ranked among the top 10 global companies by market

capitalization.

The company’s executive team that runs the affairs of Vodafone Ghana is

made up of the Chief Executive Officer, Chief Financial Officer, Head,

Corporate Communication, Head Legal & Regulatory, Chief Officer, Customer

Care, Head Integration, Director, Brand Migration, Head, Information

Technology, Chief Officer, Human Resource Management, and Head of

Consumer Mobile. 

Services Provided

Vodafone Ghana is a telecommunications services provider (voice - mobile &

fixed lines, data, and internet) and is currently also providing fixed line and

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internet services. Vodafone is the third ranked operator in the mobile

telephony market. As a corporate body, the company tries to build

relationships with the private sector, customers and government.

Fixed line services enable customers to make and receive local and

international telephone calls. There are added services, such as International

Direct Dialling (IDD), call transfer, itemized billing and many more. 

Vodafone is the sole wholesale provider of internet service in Ghana. It also

provides retail services to customers; There are various packages for

residential and business needs that helps easy access to the Internet.

Vodafone Foundation

The foundation seeks to create another avenue for Vodafone to:

Develop programme (s) of social impact mitigation, utilizing mobile

communications technology.

Network with relevant NGOs and support activities that are aimed at

protecting the natural environment.

Develop and implement social investment plans including; creating

opportunities for employment and training, business development

partnership for community development.

 Encourage Vodafone employees to volunteer in providing paid time

service in sustainable community projects. 

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1.1.2 Arguments against CSR

The "economic" argument against CSR is perhaps most closely associated

with the American economist Milton, (1962) who argues that it is unfair to

ask the company to provide a service, an amenity and that this should be

provided by the government. He makes it clear, that it is the duty of

government to provide for the societies in which the organizations are

situated since they pay their taxes Friedman further argued that the primary

responsibility of business is to make a profit for its owners, albeit while

complying with the law and any other thing done is a violation of the rights

of shareholders. Friedman further admonishes managers not to touch the

income of the organization. ‘We live in a free society so we should be able to

do what we want’. According to this view, the self-interested actions of

millions of participants in free markets will, from a utilitarian perspective,

lead to positive outcomes for society. Addressing CSR problems hurt the

competitive position of a company relative to other businesses.

Blumer (1969) makes the argument more simple when says; when better

working conditions are provided, it gives rise to better income and that

ripples to the families and friends of the workers and that is a form of CSR.

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1.1.3 Arguments for CSR

Peach 1987, likens CSR to the effect of throwing a stone into a pond and

getting rippling effects. There are three levels of the effects.

The first step is the basic level;

Pay taxes

Observe the law

Deal fairly

The second step is the organizational level;

Minimize negative effects

Act in the spirit of the law

The third step is the societal level;

Responsibility for a healthy society

Help remove or alleviate societies ills

Harrison in Philip Kitchen’s book ‘Public Relations Principles and Practice’

says that organizations must as a matter of necessity earn a good

reputation. A survey carried out by Loughborough University for the

Economist in 1991, asked 1,800 British business people what qualities

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contributed to a good, positive reputation? Community and environmental

responsibility was the first on the list. One view, held by critics of the

corporate world, is that since large corporations create many social

problems, they should attempt to address and solve them. Furthermore, it

may be in the corporate world's best interests to engage in socially

responsive activities because, by doing so, the corporate world may forestall

governmental intervention in the form of new legislation and regulation.

1.2 Statements Problem

A lot of problems do arise in organizations when they promise to be socially

responsible to the community in which they are sited but acts contrary to

their promises. The perception or reality of unfulfilment of this promise

creates chaos, tension and portrays a traitorous image of the organization.

What then do customers perceive as CSR projects and or activities executed

by Vodafone? How do CSR projects and or activities meet the needs of

communities in which Vodafone operates? This project seeks to find out

Vodafone’s customers perception about Vodafone’s CSR activities.

1.3 Research question

The following questions need to be answered in this project work;

I. What is the understanding of Vodafone towards CSR

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II. To find out whether Vodafone undertakes CSR?

III. To find out whether projects required as CSR related undertaken by

Vodafone are CSR?

IV. To find out CSR the understanding of customers about what CSR is and

the projects they see as CSR related?

V. How the customers perceive what they see as CSR activities?

1.4 Research Objectives

GENERAL OBJECTIVE:

To find out how Vodafone customers’ perceive Vodafone’s Corporate Social

Responsibility activities.

Specific objective:

I. To ascertain whether Vodafone carry out CSR activities as part of its

operations.

II. To verify which activities or projects undertaken by Vodafone are seen as

CSR activities or projects by its Customers.

III. To find out whether the customers of Vodafone understand the rationale

of Vodafone’s CSR activities.

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IV. To make recommendations

1.5 Significance of study

The significance of this study is to find the CSR activities undertaken by

Vodafone; to ascertain whether they are CSR based and to know how the

customers perceive it. Organisations that engage in CSR should have a good

relationship with the communities in which they are sited.

It is to encourage organisations that are not engaged in CSR to do so and

gain the benefits. It is ethically right to engage in CSR as an organisation

since it is an act of giving back to society what the organisation has taken

from it. This study would be beneficial to the organisations which are not into

CSR since the study would provide the necessary information for their future

use. It will serve as a source of reference to future researchers who will be

interested in CSR and related issues. The study will eventually be a store of

knowledge on CSR issues particularly how the concept is perceived by

customers of a telecommunications company like Vodafone.

1.6 Scope of study

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The study will look at the different types of CSR activities undertaken by

Vodafone in areas of education, culture, health, sports and rural

communities. The study proposes to identify and ascertain how its activities

are being perceived. The organisation under this scope is Vodafone. The

researcher intends to find out the CSR activities of the company and how it

perceived by its customers, and what it has to do to include other

communities and institutions into its CSR projects.

1.7 Organization of the study

Chapter one of the project work includes the introduction, background

statement, problem statements and research objectives, significance of

study and scope of study.

The chapter two of the study deals with relevant literature review in the area

of the study. In addition, it evaluates the relevance of the theories that

underpin the study. Finally, it elaborates on the background history of

Vodafone Ghana.

The chapter three discusses the appropriate methodology of the study. It

used questionnaires to collect data through the purposive sample to sample

respondents.

Chapter four looks at analysis of the data collected in the study. It elaborates

on the data collected through the questionnaires administered to Tema

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Community 19 Regimanuel-Gray Estates residents. This chapter also unveils

the interpretation of the findings in the study.

Chapter five, which is the final chapter, centers on the discussions based on

data explained in chapter four. It also includes the limitations, some

recommendations as well as the conclusion of the study.

CHAPTER TWO

2.0 Literature review

This chapter seeks to review related literature. The literature being

reviewed in the chapter takes the form of research or project works, books,

journals and magazines written and published on the subject matter.

Most scholars of CSR have expressed diverse views on the subject. Theories

that inform the study will be addressed whiles background of the company

will be elaborated.

2.1 Theoretical Framework

This study attempts to find a place for the significance of CSR on its

customers. Here theories that support and speak against CSR would be

discussed.

2.1.1 Social contract theory

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One of the theories identified by scholars to have brought about Corporate

Social Responsibility is the Social Contract Theory. This theory of social order

was made popular in the seventeenth and eighteenth centuries by Hobbes,

Locke and Rousseau, although the idea echoes back to Plato (Marshall,

1998). Social Contract Theory is an unwritten agreement between the state

and its citizens in which relative rights and duties of each are expressed. It

holds a broad class of theories that explain the ways in which people form

states in order to maintain social order. The social contract theory postulates

that people give up part of their autonomy to a central governing structure

or the state. This theory forms a central pillar in the well accepted notion

that lawful state power must be derived from the consent of the governed.

According to Hobbes, ‘security and order could only be achieved by a

contract in which all citizens would give up all their individual powers to

central power (the Sovereign), in return for the protection of life and

property’. In its absence, we would live in a state of nature, where everyone

would have unlimited natural freedoms, including the "right to all things" and

thus the freedom to harm all who threaten our own self-preservation; there

would be an endless "war of all against all". To avoid this, free men establish

political community i.e. civil society through a social contract in which each

gain civil rights as a result of subjecting oneself to civil law or to political

authority.

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Thomas Hobbes (1588–1679), the first modern philosopher to articulate a

detailed contract theory argues that the lives of individuals in the state of

nature were; "solitary, poor, nasty, brutish and short", a state where self-

interest and the absence of rights and contracts prevented the 'social', or

society to function as a collective polity. Life was 'anarchic' (without

leadership/ the concept of sovereignty). Individuals in the state of nature

were apolitical and asocial. This state of nature is followed by the social

contract’.

Another philosopher to tread this road was John Locke. His idea of social

contract differed from that of Thomas Hobbes but retained the central notion

that when people are in a state of nature they will eventually come together

to form a state or collective body for collective security. Locke believed that

individuals in a state of nature will have stronger moral limits on their actions

than Hobbes accepted, but recognized that people would live in fear of

another. Locke believed that when individuals form a state that would

provide a ‘neutral judge’ and that would protect their lives, liberty and

property of those who live in it.

There were violations to this theory. Locke or Rousseau argued that when

failings are found in a contract, it is only wise to renegotiate to change the

terms, using methods such as election and legislature (Hobbes 1651; Locke

1689).

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Though described as fanciful and imaginative(Marshall,1998), it still raises

many interesting questions and queries about that nature, purpose and

reason for government and the characteristics of the ideal society as

constructed by Locke and Rousseau. (Marshall, 1998 pg 610).

2.1.2 Stakeholder Theory

The stakeholder theory originally constructed by R. Edward Freeman in his

book ‘Strategic Management’ addresses morals and values in managing an

organization. The theory also dwells on organizational management and

business ethics. The theory identifies models of groups which form the

stakeholders of an organization and how their interest and desires can be

addressed. In principle, it addresses the ‘Principle of Who or What Really

Counts’.

In a traditional view of the firm, the stake holder or shareholder is the owner

of the organization and the organization has an unwavering duty to put their

needs first. Proponents of the stakeholder theory argue that other parties

involved include governmental bodies, political groups, trade associations,

trade unions, communities and many others (Rockson, 2008).

2.1.3 Social Responsibility 25

The social responsibility theory is an ethical or ideological theory which

states that an entity whether it is government, corporation, organization or

individual has a responsibility to society. The responsibility can be negative

or positive meaning there is exemption of blame or liability, or there is a

responsibility to act beneficently. Ethical decision making helps to secure

one’s business by minimizing the involvement of government corporations

given special far reaching powers like the Environmental Protection Agency.

It is important to note that the social responsibility theory encourages ‘a

significant element of current thinking about privacy, however, stresses ‘self

regulation’ rather than market or government mechanisms for protecting

personal information’’ (Swire,1997).

2.1.4 Normative Theory

This theory makes a case or test for hypotheses about what is right and

wrong, desirable or undesirable, just or unjust in society. Most sociologists

consider it unlawful to move from explanation to evaluation. In their view,

sociology should strive to be value-free, objective, or at least to avoid

making explicit value judgement. The reason is, most popular philosophies of

social science, believe that conflicts over values cannot be settled factually.

(Marshal 1998)

2.2 WHAT IS CSR26

This is to help the researcher and other researchers have a clearer view of

the category of CSR undertaken by Vodafone, this section tries to explain

what CSR is. There are many views related to what CSR is, and what role it

should play in a corporation. Garriga and Mele distinguish between four main

groups of theories related to CSR, namely instrumental theories, political

theories, integrative theories and ethical theories (Garriga &Mele, 2004).

These four main categories will form the foundation of the following

discussion, this will help explain which kind or type of CSR Vodafone is

undertaken.

2.2.1 Instrumental Theories

These theories view CSR as an instrument which can be utilized in order to

reach economic objectives, like maximizing shareholder value or gaining

competitive advantage (Garriga & Mele, 2004). Milton Friedman is known for

his focus on maximizing shareholder value, and claimed that the only

responsibility a corporation has is to utilize its resources and activities in a

way which increases profits. The only criterion set by Friedman was the

‘rules of the game’ must be kept, meaning obeying rules and regulations,

and maintaining open and free completion without deception

(Friedman,1970). Based on this, one may claim that according to Friedman,

businesses have no responsibility to promote sustainable development,

beyond ensuring economic growth of the company.27

2.2.2 Political theories

The supporters of this theory emphasize the link between society and

business, and the relationship between the amount of responsibility and

power a business has in society (Garriga & Mele, 2004). A central author

advocating this view is Keith Davis (1967), who describes CSR as recognition

by management that a corporation needs a healthy society and environment

in order to survive. A disregard of these societal responsibilities will result in

the corporation ultimately losing its social power, what Davis refers to as the

‘iron law of responsibility’.

2.2.3 Integrative Theories

These theories place the main emphasis on integrating social demands in the

business activities, and claim that businesses rely on society to survive and

grow. The firm is therefore obliged to perform in harmony with social values

and demands. A sub-group to this theory is ‘issues management’ this

includes how a company must identify, analyze and react to certain societal

and political aspects and situations which can have an effect on it.

2.2.4 Ethical Theories

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In this type of theory, the relationship between corporations and society is

rooted in ethical values. According to this theory a good society is built on

morally correct behaviour. It also advocates that stake holders are persons

or groups with genuine interest in the activities of the company, and that

these interests have intrinsic value.

2.3 Review of related literature

Abena Gyampo of the Ghana Institute of Journalism in a study conducted in

the Western region, specifically the Wassa community looked at the

perception of the community of CSR activities provided by Ashanti Goldfields

Limited. She that most of the people in the communities did not know about

CSR but in their own way understood that some of the projects were the

miner’s responsibility to the community, despite the fact that the

communities were populated by less informed people. They agreed that CSR

should be a compulsory activity that needed to be carried out by Goldfields

after it was explained to them. Most respondents were aware of the

development activities in their communities and did appreciate the effort as

well as agreeing to it. Even though they appreciated the developments, a

higher percentage agreed that the mining firm could do more. Another

percentage of the community was comfortable with the mode of interaction,

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that is the channels of communication, but preferred the use of durbars and

opinion leader system to reach out to them. (Gyampo, 2007)

Another research work by Delali Andrews conducted at Vodafone Ghana. The

researcher wanted to find out the impact of CSR on the staff and stake

holders of Vodafone. The researcher realised that Vodafone does not

necessarily have a CSR policy. A plan is drawn every year, and this helps

them to know which areas to reach out to. Areas usually covered by

Vodafone are health, sports, culture, non-profit organisations and education.

Due to budget constraints, sports have currently been excluded from their

CSR plan. Vodafone states that its CSR projects are aimed primarily at the

deprived, destitute and physically and socially handicapped. The research

also showed that Vodafone provided an International Communication

Technology centre (ICT) and gave free broadband service to enhance the use

of the centre by the physically challenged. This initiative was extremely

beneficial to the beneficiaries and has given it an enhanced status being the

first in the sub region. This act has also equipped a lot of the physically

challenged in the field of ICT. This enabled them gain employment in a lot of

institutions in the country (Andrews, 2009).

Again, Professor Peter F. Drucker wrote about business and social

responsibility in the ‘Topic journal’. Two American men who probably did not

know each other were among the first business leaders to initiate major 30

community reforms. The first is Andrew Carnegie (1835-1919) who financed

three public libraries. He was the founder of the United States of America’s

steel corporation. He was recognized as one of the richest business men in

the world after retirement. He believed the sole purpose of being rich is to

give away money. He believed in the social responsibility of wealth. This was

his approach to social responsibility. His public libraries created opportunities

for individual self-development. Carnegie accepted that wealth and

economic power entail responsibility for the community. He set the tone

known as the social responsibility of business, a phrase that has become

exceedingly popular. This example was followed by John D. Rockefeller to

Henry Ford.

Julius Rosenwald (1862-1932) fathered the county farm agent system and

adopted the infant 4-h, head, heart, hands and health, clubs for the rural

youth. He owned a mail-order firm called Sears and Reobuck Company. His

concern was with communities and citizens. Rosenwald was known to be

modest, publicity shy and unassuming never preached, but his deeds spoke

louder than his words. He believed that ‘you have to be able to do good to do

well’. Rosenwald saw the need to develop the competence, productivity, and

income of the still desperately poor and backward American farmer.

Rosenwald’s community projects were not business ventures but benefited

his organizations. (Drucker, 1986)

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Helene Lafferty, .......... University of Utrecht conducted the following

research on three telecommunications companies namely Telenor, British

Telecommunications Group plc and Deutsche Telekom. It was an assessment

of CSR strategies and the role of the UN Global Compact. They are known as

the three ‘frontrunners’ for CSR within the Telecommunications industry. The

study revealed how these three companies perceive and implement CSR.

Similarities and differences between the three companies will be looked at.

These are large multinational companies with their base in Europe. All three

were converted from state-owned to private firms around the same time.

This research was evaluated based upon their definition of CSR; their

motivations behind CSR; their objectives and strategies; and on how CSR is

incorporated in the companies’ general strategies, objectives and values.

The researcher realised that all three companies’ definitions of CSR refer to

the goal of sustainable development. However their focus and company’s

CSR objectives and strategies varied. Telenor for instance, expresses support

for the World Business Council for Sustainable Developments’ (WBCSD)

definition of CSR. Beyond this however, there is little mention of sustainable

development in the company’s strategies or objectives. BT’s CSR definition

clearly focuses on sustainable development and the company includes

sustainable economics as one of its strategic focus areas for CSR. There is

however, no mention of sustainable development in the company’s CSR

objective. Deutsche Telekom’s definition of CSR is directly linked to

sustainable development, and this is also the only company which includes 32

the goal of sustainability in its CSR objective and strategic guidelines. All

three companies stress the importance of maintaining a good reputation

among their stakeholders as a sustainable company, and this has been

identified as one of the most important drivers for CSR for all three

companies. Other motivations behind CSR mentioned by the three

companies are long-term value creation, employee satisfaction and risk

management. It is worth noting that these strategies and objectives are

formulated by people from for instance marketing departments, where CSR

issues have not yet have become a major focus area. Telenor focuses on

reputation as a socially responsible company; BT focuses on providing

technology in a responsible way; and Deutsche Telekom focuses on its role

as being a sustainable company. Summed up, the major goals of CSR and

the motivations behind it are similar for the three companies. However,

related to the goals and strategies of the companies, there is a rather high

degree of variation (Lafferty, 2006).

2.4 Operational definitions

Corporate Social Responsibility- ‘the broad concept that businesses are more

than just profit-seeking entities and, therefore also have an obligation to

benefit society’. A relationship between corporations and societies with

which they interact and it includes the responsibility that is inherent.

(Werther and Chandler 2006)

33

Communication- The act of communicating or the activity of conveying

information between people or a group of people is called communication. It

allows for connection or access between persons or places. It becomes

impossible to think of communication as predominantly a process of

information transmission. (Melkote & Steeves 2001; pg 31)

Stakeholder- A corporate stakeholder is a party that can affect or be affected

by the actions of the business as a whole. (Rockson. 2008)

2.4 Some Areas of CSR undertaken by Ghana Telecom ????????????

Ghana telecom has undertaken a number of CSR activities in Ghana. The

areas covered include health, education, sports, and culture. In the field of

education, Ghana telecom has contributed close to GH ¢30,000 to a number

of educational institutions like Otumfuo Educational Fund, Asogli state, Ga

Traditional Council, New Juaben Traditional Area and many other. Ghana

Telecom University used to be under the then Ghana Telecom now Vodafone.

It is an autonomous entity now.

Again in the field of education, Vodafone seeks to encourage the usage of

broadband in schools. Vodafone has therefore donated a number of

computers and accessories valued at 4,000 Ghana Cedis to a number of

schools. The latest to benefit from this programme is Ghana Secondary

34

Technical in Takoradi, to help promote the use of Information

Communication Technology (ICT) in the school.

According to Ghana telecom, it still believes in promoting the culture of the

Ghanaian. It still sponsors “Ghana’s most beautiful” which seeks to promote

local cultures amongst the youth. Again it has sponsored a number of

festivals which includes ‘Akwantukese’ ‘Homowo’, ‘Fetu afashye’, ‘Bakatue’,

‘Norvinyo’ and others (Rockson,2008). Vodafone partnered the royal Ashanti

kingdom with the sum of 60,000 Ghana Cedis to celebrate the 10 years of

Otumfuo Osei Tutu II reign as King of the Ashanti kingdom.

Within the communities of Ghana, Ghana telecom has identified with some

communities which have benefitted from CSR programmes. This includes;

Sumbrungu - Upper East Region, Fufulso - Northern Region, Adawso - Eastern

Region, Afrisipakrom - Brong Ahafo Region, Sefwi Dwenase - Western Region

and Greater Accra Region. Through its community assistance programme,

Ghana telecom has helped light up the streets of KNUST under a street

lighting project at the cost of 50,000 Ghana Cedis. Ten thousand Ghana

Cedis was donated to the Princess Umulhatiyya Foundation to help build a

primary school for the people of Tootlingli, a village near Tamale, Northern

region.

35

Chapter Three

3.0 Methods

In this chapter, the research will review secondary data and reports on the

performance of Vodafone Ghana and related issues. In research, the task of

identifying problems and finding solutions to them is the ultimate priority. In

the case of CSR, a lot of problems arise when organisations do not fulfil their

obligation to the communities (Kitchen, 2006), one of them being an

unfavourable image. This research will seek to find out if Vodafone Ghana 36

has fulfilled its CSR duties and how such activities are perceived by its

customers.

This chapter will illustrate the methodology in collecting data and how it will

be analyzed. It will cover the sample and population, instruments, design

and procedure.

3.0.1 Social Philosophy

The researcher saw it as a matter of importance to add some aspects of

social philosophy to the project since it talks about observations, knowledge

experience and the use of the senses. Social philosophy is the philosophical

study of interesting questions about social behavior (typically, of humans).

Social philosophy addresses a wide range of subjects, from individual

meanings to legitimacy of laws, from the social contract to criteria for

revolution, from the functions of everyday actions to the effects of science

on culture, from changes in human demographics to the collective order of a

wasp's nest (Blackburn, 1996). It is a wide field with many sub disciplines.

Social philosophy attempts to understand the patterns and nuances, changes

and tendencies of societies. It is a wide field with many sub disciplines. There

is often a considerable overlap between the questions addressed by social

philosophy and ethics or value theory. Other forms of social philosophy

include political philosophy and jurisprudence, which are largely concerned

37

with the societies of state and government and their functioning. Social

philosophy, ethics, and political philosophy all share intimate connections

with other disciplines in the social sciences. In turn, the social sciences

themselves are of focal interest to the philosophy of social science. The

philosophy of language and social epistemology are subfields which overlap

in significant ways with social philosophy. Contemporary philosophical

realism is the belief in a reality that is completely ontologically independent

of our conceptual schemes, linguistic practices, beliefs, etc. Philosophers

who profess realism also typically believe that truth consists in a belief's

correspondence to reality. We may speak of realism with respect to other

minds, the past, the future, universals, mathematical entities (such as

natural numbers), moral categories, the material world, or even thought.

Realists tend to believe that whatever we believe now is only an

approximation of reality and that every new observation brings us closer to

understanding reality. Realism is contrasted with idealism and anti-realism.

Despite the seeming straightforwardness of the realist position, in the history

of philosophy there has been continuous debate about what is real (Blackurn,

1996). In addition, there has been significant evolution in what is meant by

the term "real". The oldest use of the term comes from medieval

interpretations and adaptations of Greek philosophy. In this medieval

scholastic philosophy, however, "realism" meant something different—

indeed, in some ways almost opposite—from what it means today.

38

Another form of philosophy that will be looked at is empiricism. In

philosophy, empiricism is a theory of knowledge that asserts that knowledge

arises from sense experience. Empiricism is one of several competing views

that predominate in the study of human knowledge, known as epistemology

(Blackburn, 1996 PP.119). Empiricism emphasizes the role of experience and

evidence, especially sensory perception, in the formation of ideas, while

discounting the notion of innate ideas (except in so far as these might be

inferred from empirical reasoning, as in the case of genetic predisposition).

According to the empiricist view, for any knowledge to be properly inferred

or deduced, it is to be gained ultimately from one's sense-based experience

(Heywood, 2000). As a historical matter, philosophical empiricism is

commonly contrasted with the philosophical school of thought known as

"rationalism" which, in very broad terms, asserts that much knowledge is

attributable to reason independently of the senses. However, this contrast is

today considered to be an extreme oversimplification of the issues involved,

because the main continental rationalists (Descartes, Spinoza, and Leibniz)

were also advocates of the empirical "scientific method" of their day.

Furthermore, Locke, for his part, held that some knowledge (e.g. knowledge

of God's existence) could be arrived at through intuition and reasoning alone.

Again, Positivism is an epistemological perspective and philosophy of science

which holds that the only authentic knowledge is that which is based on

sense experience and positive verification (Heywood, 2000). The positivist

39

perspective has been associated with 'scientism'; the view that the methods

of the natural sciences may be applied to all areas of investigation, be it

philosophical, social scientific, or otherwise. Among most social scientists

and historians, logical positivism has long since fallen out of favour. Today,

practitioners of both social and physical sciences recognize the distorting

effect of observer bias and structural limitations. This scepticism has been

facilitated by a general weakening of deductive accounts of science by

philosophers such as Thomas Kuhn, and new philosophical movements such

as critical realism. Positivism has also been espoused by 'technocrats' who

believe in the inevitability of social progress through science and technology.

The philosopher-sociologist Jürgen Habermas has critiqued pure instrumental

rationality as meaning that scientific thinking becomes something akin to

ideology itself.

Positivists are guided by five principles:

1. The unity of the scientific method – i.e., the logic of inquiry is the same

across all sciences (social and natural).

2. The goal of inquiry is to explain and predict. Most positivists would also

say that the ultimate goal is to develop the law of general

understanding, by discovering necessary and sufficient conditions for

any phenomenon (creating a perfect model of it). If the law is known,

we can manipulate the conditions to produce the predicted result.

40

3. Scientific knowledge is testable. Research can be proved only by

empirical means, not argumentations. Research should be mostly

deductive, i.e. deductive logic is used to develop statements that can

be tested (theory leads to hypothesis which in turn leads to discovery

and/or study of evidence). Research should be observable with the

human senses (arguments are not enough, sheer belief is out of the

question). Positivists should prove their research using the logic of

confirmation.

4. Science does not equal common sense. Researchers must be careful

not to let common sense bias their research.

5. The relation of theory to practice – science should be as value-free as

possible, and the ultimate goal of science is to produce knowledge,

regardless of any politics, morals, or values held by those involved in

the research. Science should be judged by logic, and ideally produce

universal conditionals (Uddin and Hamidduzzaman, 2009).

Social philosophy forms an important part of any social research work. It

gives the bases for which leading corporate citizens stay a head of the

curve through courses, research findings and analysis. It also helps

companies put theory and best practice to work and this helps improve

the well being of the company and society. Finally social philosophy

improves trust and builds confidence between an organization and the

society.

41

3.1. Population

The researcher’s population was the customers of Vodafone Ghana. It was

narrowed down to the residents of Community 19 Regimanuel-Gray Estate at

Lashibi in the Tema Metropolitan Area. The total number of households

within the community is 200, with the population of approximately 1000

people. The land size is 5000 by 1000. The area is divided into seven

columns. Each column is associated by one of the seven streets in the

community namely Almond, Butternut Crescent, Coconut, Dog, Elm, Farm

and Guava Crescent. Four houses were purposively sampled in each column.

In each household, one person was purposively sampled.

3.2. Sample size

The entire population could not be examined due to time and resource

constraints. A sample can be said to be a representative of the entire

population. It is a subset of the population. The population under study is

community 19 Regimanuel-Gray Estate residents. It is important to state

that a sample that is not representative of the population will not be

accurate to generalize and have results satisfactorily tested. It is however

important to be able to determine a sample size in any research work. This

42

will make the research work authentic and anyone who chances on the work

will know that everyone in the population was represented.

The sample size under this study was fifty (50) respondents out of a 1000

population. This will compute into a representation of (7) respondents from

each street, numbering A-G.

3.3 Instruments

Here the researcher administered questionnaire to the various respondents.

The use of these instruments came about due to the homogeneity of the

population. Each of these steps has been discussed in the project.

3.3.1 Questionnaire

The use of a questionnaire was very crucial to this project. As a research

instrument that consists of a series of questions and other prompts for the

purpose of gathering information from respondents, it offered ample time to

the respondents to answer the questions at their own free will and did not

intimidate them since it can be answered and delivered to the point of need

at a given time. It is also less expensive to use this kind of survey tool. The

difficulty that may arise in the use of a questionnaire will be the respondent

not being able to read and write. The research used two types of

43

questionnaires, which are the open-ended and close-ended questions. The

opened-ended questions allow respondents answer questions according to

their own beliefs and feelings, and provide an opportunity to give in depth

responses. It will allow for responses or statements that are not foreseen in

the construction of the questionnaire (Weather burn et. al.,1992). Close-

ended questions give options whiles the respondent picks answer. The

options given to close-ended questions should be mutually exclusive and

exhaustive. Close–ended questions make for greater uniformity in responses

where the questions do not require any explanatory responses and where

there is the need to remove possible restrictions upon what the respondents

wish to express or explain (Silverman 1994).

3.4 Sampling Design

Lashibi community 19 in Tema Metropolitan Area of the Greater Accra

Region was selected to be the study area. The choice of purposive sampling

was adopted by the researcher because by its application each case has an

equal chance of selection so that the techniques of non-probability statics

can be applied to the resulting information (Marshall, 1998 pg 576). Results

from purposive sampling allows for generalization.

Purposive sampling involves the scions selection by a researcher of certain

elements, events or incidents to include in a research. Purposive sampling is

44

employed when the researcher wants to achieve goals and logic in research.

Purposive sampling strategies are designed to enhance understandings of

selected individuals’ experiences for developing theories and concepts.

In employing purposive sampling, the researcher aimed at getting to the

information-rich. Purposive sampling method is the best way to gain insight

into a new study or to obtain in-depth understanding of an experience or

event (Burns and Grove 2005).

3.5 Procedure

Qualitative research was employed in this project work. Qualitative research

is a term with varying meanings in educational research. The term is often

used interchangeably with terms such as naturalistic, ethnographic, or

subjective. The term ethnographic is referred to an overall rubric for

research using qualitative methods and for ethnographies. In qualitative

research, it is not necessarily assumed that the findings of one study may be

generalized easily to other settings. There is a concern for the uniqueness of

a particular setting and participants. Qualitative research is conducted to

gain insights and discover meaning about a particular experience, situation,

cultural element, or historical event. Qualitative research helps the

researcher to select subjects who hold extensive information about the

experience or situation to be studied (Burns and Grove 2005).

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At this stage of the research, a research assistant was employed to assist in

the administration of the questionnaire. Through the use of purposive

sampling method, customers who use Vodafone were given questionnaires

to answer. A total number of 50 households were selected. The method of

collecting data helped the respondents to answer the questions freely and at

their own pace. The population in this community are mostly professionals

some of whom had ideas about CSR. This enabled easy administration and

answering of the questionnaire.

3.6 Pilot study of questionnaire

This section allows for the pre testing of the questionnaire. Pre testing of a

questionnaire gives room for the researcher to make some corrections or

include some important questions that were not included in the

questionnaire. Pre testing is very important at this stage as it helps the

researcher to evaluate the research instruments to be used. It is a step to

conducting the real research. Developing and testing adequacy of research

instruments and establishing whether the sampling frame and technique are

effective are crucial to the success of every research.

Difficulties faced and corrections made then included in the project work

after it has been conducted to help those who may tread the researcher’s

path in future.

46

REFERENCES

(www.Britannica .com)

(www.ghanabusinesscode.com).

Baker, T., (1994) Doing social research (2nd Ed.), New York: McGraw-Hill Inc.

Blackburn.S., (1996) Oxford Dictionary of Philosophy: Oxford University

Press. Oxford.

Druker, P., F. (1986) Business and Social Responsibility, Topic, United States

Information Agency, Washington D. C.

Grove, K., & Burns. N., The practise of nursing research conduct critique and

utilization: Saunder (5th Ed), Texas

Heywood. Andrew, (2000) Key Concepts in Politics, Blackwell Publishers Inc,

U.S.A: pp-55-115.

Kitchen, P., (1997) Public Relations: Principles and Practice, Thomson

learning; Croatia.

47

Kvale, S., & Brinkmann, S. (2009) Interviews: Learning the craft of qualitative

research interviewing, Sage Publication, California.

Marshal, G., (1998) Oxford Dictionary of Sociology. Oxford University Press.

Oxford.

Melkote, S., & Steeves, L., (2008) Communication for Development in the

Third World, Theory and practice for empowerment, Second Edition, Sage

Publication, New Delhi, Thousand Oaks and London.

Rockson, K., (2008) How responsible has Ghana been to the global Corporate

Social Responsibility (CSR) imperative? An inter-faculty lecture on December

11 at the Ghana Institute of Journalism, Accra GIJ Press.

Silverman.D., (1994) Interpretating Qualitative data, Sage publication,

London.

Uddin.M.,N., & Hamiduzzaman.M., (2009) The Philosophy of Social Science:

The Journal of International Social Research. Volume 2/6.

Wether.B., (2006) Strategic Corporate Social Responsibility: Sage Publication,

inc.California.

www.vodafone.com.gh

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Questionnaire

Hello my name is Amy Mamley Kisseih. I am a student of the Ghana Institute

of Journalism. I am researching on the topic; Vodafone customers’ perception

of Vodafone’s corporate social responsibility activities. I wish to assure you

that any information you may give is purely for academic purposes and will

be kept secret and confidential. Thank you.

1. Are you a customer of Vodafone?

Yes No

2. Why did you choose Vodafone network?

3. How long have you been using Vodafone?

a) 1-6mths b) 6mths-2yrs

c) 2yrs-5yrs d) 5yrs upwards

4. Are you familiar with CSR projects?

a) Yes b) No

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5. Which of these CSR projects undertaken by Vodafone have you seen or

heard?

a) Ghana’s most beautiful b) Festivals

c) Educational fund d) Community development

6. How do you perceive those projects?

a) Important b) Not important

c) Not applicable

7. What are some of the immediate CSR projects you will want to see in your

community?

a) Specify

Please indicate by marking the appropriate box.

10. Sex: female male

11. Age: 18-30 31-38 39-46 47-54 55-63

12. Professional level

a) Senior staff b) Middle level

c) Junior staff

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d) Others:

13. Educational level

a) Senior secondary/ O’level

b) Certificate c) Diploma

d) Masters e) Bachelor

f) Professional qualification...please specify

51