Abstract:

The purpose of this research study was to explore the relationship between corporate social responsibility (CSR) and competitive advantage, using MTN Uganda as a case study. The study employed a qualitative research design, utilizing semi-structured interviews with MTN Uganda executives, employees, and customers, as well as a review of company reports and other relevant documents. Thematic analysis was used to identify key themes and patterns related to the relationship between CSR and competitive advantage. The findings showed that MTN Uganda has effectively used its CSR initiatives to improve its competitive position in the telecommunications market. The study found that CSR activities that benefit society and the environment have increased customer loyalty, attracted, and retained employees, and enhanced the company’s brand image. The study concluded that adopting a strategic approach to CSR can provide a competitive advantage, and that CSR should not be viewed as a cost, but rather as an investment in a company’s future success. The recommendations from this study can provide insights for other companies seeking to achieve similar benefits from CSR initiatives and contribute to the existing body of research on CSR and competitive advantage.

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