O Fundo Social foi criado em 1997, com o objetivo de permitir ao BNDES apoiar, com recursos não reembolsáveis, projetos e investimentos de caráter social, nas áreas de geração de emprego e renda, serviços urbanos, saúde, educação e desportos, justiça, alimentação, habitação, meio ambiente, desenvolvimento rural e outras vinculadas ao desenvolvimento regional e social. Os recursos do Fundo Social provêm da destinação de parcela do lucro das operações do BNDES e sua aplicação constitui, em última análise, investimento público em setores sociais básicos. A análise da evolução do Fundo Social evidencia as prioridades para concessão de apoio financeiro e revela que seu foco, inicialmente voltado especialmente para a assistência social ao público eleito como prioritário – crianças e jovens em situação de risco social –, deslocou-se para o apoio a projetos de geração de trabalho e renda, visando à redução da desigualdade social e econômica. No período 1997-2002, foram apoiadas iniciativas com potencial para se tornarem políticas públicas, como o Método Mãe-Canguru de Atenção ao Prematuro.No mesmo período, procurou-se estruturar novas ações no campo do social por meio da criação de programas como o Programa de Apoio a Crianças e Jovens em Situação de Risco Social. Foram firmadas parcerias com órgãos como o Programa das Nações Unidas para o Desenvolvimento (PNUD) e a Aliança com o Adolescente pelo Desenvolvimento Sustentável no Nordeste, no âmbito do Programa de Desenvolvimento Local. Durante o segundo período analisado, 2003-2008, os recursos do Fundo Social foram empregados para complementação de políticas de desenvolvimento regional e social de áreas de baixa renda, em convergência com programas federais destinados a setores sociais básicos e territórios com baixo nível de desenvolvimento relativo e regiões de extrema pobreza. A partir de 2008, foram negociados e firmados convênios com “parceiros estratégicos”, como estados, ministérios e fundações privadas, que atuarão como cofinanciadores e responsáveis pela gestão de projetos de geração de emprego e renda executados por terceiros. / TCCP (MBE em Responsabilidade e Terceiro Setor) - Universidade Federal do Rio de Janeiro, Instituto de Economia, Rio de Janeiro, 2009. / Bibliografia: p. 84-86

Thesis submitted in fulfilment of the requirements for the degree Master of Technology: Public Relations Management in the Faculty of Informatics and design at the Cape Peninsula University of Technology 2014 / This study examined KAPPAHL and IKEA’s Corporate Social Responsibility activities and the effect it has on building consumer brand loyalty. The conceptual framework of the study is built on two theories, stakeholder theory and triple bottom line theory, which are relevant to the objectives of this study. The methodology of the present study is qualitative approach, undertaken for the study through analysis of the CSR activities practiced in the two selected organisations. The CSR objectives, plan, implementation strategies and role of various stakeholders have been analysed. The research concludes that there are several factors that help create brand value and consumer brand loyalty and CSR can be one of those factors. The main role of CSR in the process of branding is to assist the brand to “keep its promise” to the consumers. One way to achieve this is through clear and consistent CSR communication. The research suggests that a key point in an organisation’s CSR communication strategy is to always take action before communicating. By offering total transparency with the organisation’s CSR work and efficiently conveying its possible impact, CSR can serve as an effective tool in educating and engaging the consumer about the brand. In a more emotional and personal economy, CSR helps to create a more genuine and deeper relationship with consumers wherein bold and unrealistic advertising campaigns without any social commitment may fail to attract consumers. While advertising mostly seeks to assert what a brand wishes to be, this study implies that CSR takes the proposition of what the brand actually has done and what it has achieved. In a period when organisations seek to build relationships between the consumer and the brand, a value based and honest approach towards CSR helps in creating a more genuine and loyal relationship which certainly enhances the value of the brand

M.A. / The shift from the Old to the New Economy has developed due to four key trends, namely globalisation, consumerism, environmentalism and corporate governance. Globalisation and the Internet has resulted in consumers being able to track the behaviour of corporations (Vise, 2006:119) and consequently, a New Consumer has emerged, where emphasis on corporate transparency and the environment has become a key concern for these New Consumers, as New Consumes are characterised by Lewis and Bridger (2000:21) as independent, sophisticated, involved and well informed about the production of goods and services, where these New Consumers are feeling the pressure to confront and act upon the fact that unbridled production and consumption, which was proliferate in the Old Economy, comes with escalating pollution at a significant human/animal/earth cost (Trendwatching, 2007). Moreover, in the world of globalisation and information overload, Salzer-Mörling and Strannegård (2004:224) argue that the proliferation of brands as well as a cluttered marketplace has meant that corporations now need to not only be differentiated in the marketplace, but also be distinct and one of the ways which corporations in the New Economy are achieving this is by focusing on the corporate brand as the point of differentiation. Hence, by ensuring that the corporate brand is socially responsible, companies are able to use this to stand out from the competition. However, in order to truly become distinct within the marketplace, companies are using a strategy of corporate social responsibility referred to as Cause Related Marketing, which Business in the Community (2004:2) defines as a commercial activity by which businesses and charities or causes form a partnership with each other to market an image, product or service for mutual benefit. Cause Related Marketing thus has the added benefit of creating a win-win-win situation, implying a win for the business, a win for the cause and a win for the consumer (Adkins, 2005:6,101). In addition, the context of symbolic interactionism has been selected as a theoretical base of communication for the process of Cause Related Marketing, whereupon symbolic interactionism relates to the shift from the old to the New Consumer and the resultant implications of the New Economy, as Mead (1962:168) notes that as a rule people assume that the general voice of the community is identical with the larger community of the past and the future and society assumes that an organised custom represents morality, so that the things people cannot do are those that everybody would condemn, which correlates with corporations not being able to pollute the environment and behave in an unethical manner. Consequently, so as to ensure that the corporation creates a successful Cause Related Marketing partnership, it is important that the process of Cause Related Marketing is implemented appropriately. The three key constructs of the process of Cause Related Marketing that have been identified include finding a strategic fit, communicating the partnership and properly assessing the Cause Related Marketing campaign. One company that has created a successful Cause Related Marketing partnership is Nedbank, a South African bank that launched the Green Affinity programme, in partnership with WWF-SA, almost 20 years ago, long before environmentalism, transparency and Cause Related Marketing became corporate buzzwords. Hence, Nedbank has been utilised as an intrinsic case study in order to determine how the process of Cause Related Marketing is utilised by Nedbank’s Green Affinity programme according to a selected group of employees at Nedbank’s Group Marketing department in Sandton. Keywords: New Economy, New Consumer, environmentalism, globalisation, transparency, corporate governance, corporate social responsibility, distinction, Cause Related Marketing, process, symbolic interactionism.

M.Com. (SA & International Taxation) / South Africa is currently undergoing a political, economic and social transformation. Business organisations are being called upon to playa role in national reconstruction and development in South Africa. The African National Congress ("ANC") has made it clear that they will be far more prescriptive than the previous government on issues such as affirmative action and social upliftment practices required from employers. Business contributes towards socio-economic reconstruction through so-called 'Corporate Social Responsibility' ("CSR") programmes. A recent Business Marketing Intelligence ("BMI tI ) survey estimated that South African companies spend R840 million per annum on social upliftment programmes (Consultative Business Movement 1993:82)...

Corporate Social responsibility (CSR) has evidently moved beyond the jurisdictions of academia and begun its ascension to the top of the corporate agenda. CSR is no longer considered a ‗by the way‘ but as a concept to be aligned to a company‘s strategy. The participation of businesses in CSR activities is especially vital in the developing world where the socio-economic needs of the communities are vast. Companies realise they cannot succeed in communities that fail, and CSR is seen as the most direct way to improve communities. With the immense importance of small, medium and micro enterprises (SMMEs) in any economy, this study explores their limited participation in CSR, which will later be redefined as Communal Business Practices (CBP). An in-depth interview between the author and the manager/owner of a SMME was used to isolate four factors upon which the sub-problems were developed. These factors were Pressure from the Public, Resource Constraints, Scale of Activity, and Visibility. A questionnaire built on these factors was developed and distributed to various SMME managers /owners in Gauteng, Eastern Cape, and Western Cape provinces to explore their opinions on the participation of SMMEs in CBPs. Of the 97% of respondents who believed it was their responsibility to empower their communities, only 43% said they participated in CBPs. It was discovered that SMMEs do not feel pressure from the public to partake in CBPs like their larger counterparts. Instead resource constraints were identified as the most common barrier to SMME participation in CBPs. On the issue of visibility, most SMMEs felt they were not visible enough to benefit from improved legitimacy and reputational effects as larger companies do. On the problem of scale of activity, respondents felt it is proportional to the scale of CBP participation but not a barrier to participation The author concludes the study by putting forward some recommendations to increase the participation of SMMEs in social responsibility activities.

M.A. / Organisations which practise according to a social cultural approach to organising from a systems perspective, as described by Buckley (1967:3), value the dynamics of interrelations and the importance of corporate communication, in order for an environmental balance to be maintained and an acclaimed organisational reputation to be built. By addressing the systems theory from a process model approach and the social cultural organisational context, according to organisational principles defined by the structuration theory tradition, the core principle of production and reproduction of social structures is emphasised, where it is possible to recognise the value of corporate communication as an element of the strategic management process. Literature has indicated that in its strategic capacity, corporate communication focuses on enhancing stakeholder relationships, facilitates an adaptive organisational structure and assists management to align strategies with goals. Organisations are therefore encouraged to adapt to a dynamic environment, which in turn develops a reputation based on transformation. Corporate social investment, within this context, is perceived as a strategic corporate communication facilitator which is practised with the aim of building relationships with communities and ensuring attainment of environmental goals which align with internal strategies and objectives. This study explores the corporate social investment educational initiatives of First National Bank, who have a vision of assisting to develop a better future through the youth. Through varied educational initiatives and corporate communication strategies designed around these initiatives, stakeholders should gain an enhanced impression of the organisation where First National Bank is recognised for shaping the development of South Africa in a global economy. Therefore, the primary research objective of this study was to identify the perceptions of selected First National Bank internal communication consultants, of corporate social investment educational initiatives as a strategic contributor to the reputation of First National Bank. The study assumed an overall qualitative methodological orientation; however both qualitative and quantitative research methodologies were used. The study consisted of three phases of research. Phases 1 and 2 were both of a qualitative nature and focused on the methodology of qualitative content analysis and qualitative in-depth semi-structured interviews respectively, thereby developing subjective and explanatory findings around the research objective. Phase 3 explored the quantitative research methodology of a self-administered questionnaire, and resulted in the production of empirical findings. Findings obtained in phase 3 were developed with the pursuit of substantiating and verifying what had been deduced in phases 1 and 2. From the findings yielded by this research, it is possible to surmise that First National Bank’s corporate social investment educational initiatives do strategically contribute to the organisational reputation, as they reflect the organisation’s ability to adapt to external influences, and have also revealed the need to focus on stakeholder involvement as a reputation management tool, which encourages stakeholders to make a difference to society and gain knowledge of the organisation’s strategies and goals. Findings have also suggested that First National Bank place emphasis on addressing corporate social investment educational initiatives from a holistic approach, where, through unity of efforts, a favourable organisational reputation is produced. It was perceived that alignment of organisational values with corporate social investment initiatives improves the organisation’s long-term business opportunities, and emphasis placed on relationship-building reflects the organisation’s desire to empower stakeholders who could assist in transforming strategies to reach organisational goals. However, a lack of communication at First National Bank surrounding corporate social investment was identified within this study, but it became apparent that the organisation does have an interactive culture which aims to address the external environment through their corporate social investment educational initiatives. This idea reflected how the organisation aims to achieve a dynamic environmental balance which ultimately assists the organisation in enhancing a positive reputation. This study has also indicated that it is the strategic role of corporate communication, as a social cultural phenomenon, to ensure that throughout every strategy implemented, the organisation is constantly and advantageously positioned in the minds of all stakeholders.

M.Com. (Business Management) / Please refer to full text to view abstract

D.Litt. et Phil. (Development Studies) / Corporate Social Responsibility (CSR) is a growing field in South Africa with companies dedicating substantial financial and human resources to social, economic and environmental development. However, limited research has been conducted of CSR as an emerging field of enquiry and practise in Development Studies and of its contribution to social and sustainable environmental development. The aim of the study was to gain knowledge and understanding (verstehen) about how CSR is conceptualised and implemented in South Africa with the view to making recommendations that could grow CSR as an integral component of sustainable development in society. In order to achieve this, a qualitative research design was adopted for the study which was of an applied nature as the findings were to inform theory and practise. The study was undertaken through the use of a non-probability purposive sampling method which entailed study and analysis of ten multi-industry listed companies in South Africa. The companies were selected based on pre-determined criteria and involved both nationally based and subsidiaries of multinational companies. In view of the fact that CSR involves active engagement of a diverse range of stakeholders, the perspectives of internal and external stakeholders were solicited. Internal stakeholders involved CSR managers and practitioners while external stakeholders identified were representatives from trade unions, NGOs, Tripartite institutions, government officials, community leaders and the actual beneficiaries of the companies' CSR initiatives. In total, thirty (30) respondents were selected from the different stakeholder groups that were made up as follows: ten (10) respondents from the companies, ten (10) from the external stakeholders which included representatives from the following sectors: government, Non-governmental Organizations (NGO), trade unions, Tripartite institutions and Business and lastly, ten (10) representatives which comprised the community beneficiaries of the CSR programmes.

M.Comm. / Corporate Social Responsibility (CSR) is a tool that promotes, besides profit making, empowerment of members of the community as a way of giving back to them. Higher Education Institutions (HEIs) and the Further Education and Training (FET) sector are facing increased competition to project a positive image to their internal and external stakeholders. In an emerging economy such as South Africa, FETs have to play a major role in developing entrepreneurs in their communities, responding to the needs of industries and improving the standards of living within communities. Therefore, CSR is an important inclusive concept which has forced organisations to involve stakeholders in their decisionmaking. In other words, while it is justifiable for a company to make a profit, it should do more than that by being philanthropic, by doing more for society and by complying with the laws that govern that country, including caring for the environment. The purpose of this study was to understand how the FET sector is addressing CSR challenges. A qualitative study was undertaken to investigate how FETs are operating and what their responsibility should be with regard to CSR. Due to the fact that CSR has many definitions, a qualitative study was adopted to give participants an opportunity to express themselves in terms of how they are addressing CSR in the colleges they are connected to. A qualitative study was used to capture rich information from the participants. An interview guide was used and was integrated with theory from the literature. The study was conducted in four FETs in Gauteng and participants who had more extensive knowledge on CSR were selected. The results indicate that FETs are addressing the CSR challenges they are faced with. The findings from the study indicate that CSR is critical for the survival of colleges. It has many benefits for the colleges and is the only way to proceed if they want to stay in business. The research finding indicates that FETs are committed and consider themselves to have a responsibility towards CSR.

M.A. (Marketing Communication) / In this study it is argued that the consumer has evolved and grown into a force that is no longer passive, taking the actions of its brands for granted. They ask questions, challenge and are inherently active, a state of being that is accelerated, facilitated and aided by the Internet and social media. This active stakeholder concept is operationally defined as the pressure exerted by informed consumers to hold brands and organisations responsible and accountable for the well-being of society and the environment, beyond the maximisation of profit, and to expect such entities to be responsive to and in dialogue with consumers as stakeholders of brands and organisations. It is questioned, at the same time, to what extent South African brand leaders have stayed current and informed with regard to this new breed of active consumer stakeholder, and whether Corporate Social Responsibility practices are not often used as a smokescreen to ‘greenwash’ actions. The study aimed to address the research problem by linking the key concepts of corporate social responsibility, stakeholder theory, normative stakeholder theory, corporate social responsiveness, stakeholder activism, stakeholder communication and accountability in an attempt to ascertain to what extent the active consumer stakeholder concept has taken root in strategic communication activities of 50 brand leaders in the country, and to develop a measuring instrument for brands to evaluate to what extent they are attuned to the active consumer stakeholder concept. The research methodology made use of reliability tests and cluster analyses, themes were established based on an extensive literature review. Ultimately, the tool was comprised of a series of Likert-type questions, a ranking question and three open-ended questions which added depth to the other elements of the tool. The findings indicate a lack of congruence, within the sphere of South African brand leaders, with regards to the notion of the active consumer stakeholder. However, they also suggest an assimilation, and move to congruence, through a connection between the nuances that exist at both ends of the stakeholder continuum i.e. shareholder theory and stakeholder theory. Doing good will ultimately be equated with making money.