Chapter 5 Conclusion

Chapter 5 Conclusion

To achieve the economic objectives, enhance

In this paper we find that there is an insignificant relationship between the dependent variables and independent variables in

Furthermore, we also assessed the philanthropic practices of both the firms. Both companies are claiming that we are contributing in the philanthropy. But when we analyzed co-relationship between philanthropic practices and the dependent variables, shows different picture. On paper UFONE management is claiming that yes we are contributing in health and education sector but here the results are totally different. It is concluded that UFONE is not contributing in philanthropy and therefore, they are not getting reward in terms of revenues, image and customers loyalty. On the other hand, Tapal Teamanagement seems satisfied with their philanthropic investments. They are getting the benefit of their investments in the field of firm revenues, image and customers loyalty.

5.2 Recommendation

On the basis of the above conclusion, we recommend that the UFONE should change their overall norms and values from a philanthropic perspective. The top management needs to train and develop their HR force. Furthermore, some sort of promotional campaign needs to be practiced regarding the philanthropic practices as well as regarding the overall product portfolio. It will result in awareness in the eyes of stakeholders and it will also help the company to earn more revenues and profits. We also recommend that management should have a separate department for social or philanthropic activities. This department should be established on divisional and sub divisional level. These departments would help in monitoring and evaluating the philanthropic activities. We recommend that the UFONE management needs to run research base activities in order to analyze the actual problem, why UFONE Company is not getting a reward on the investment in philanthropy. Furthermore, we suggest that this research base activity needs to be run on a yearly basis.

On the other hand we recommend Tapal Teathat although they are getting good results for their investments in philanthropy. Still, they need to continue the same progress. They need to evaluate their performance from time to time and should run the promotional campaign on a regular basis.

5.3 Limitation

Our paper has a number of limitations. The limitations are from a methodology perspective. It may be that the methodology we have used is not sufficient for this research. The sample size we have used for the data collection might be less or it would have more than 20 respondents from each firm. The respondent given by the employees is not accurate or it might be filled by another individual.

The questionnaire we have designed might be misunderstood by the employees. The wordings, the concept can also be the issue of not getting the actual meaning. These are some of the limitations that might have happened in this report.

5.4 Scope of future research

Following are the factors of scope of research which can enhance its future study

• If the sample size is increased it will provide more precise and accurate results.
• It can be more effective if applied on other firms as well
• It can be more effective for the scholar to conduct a report on the same topic by conducting surveys from larger sample sizes and from a large number of firms.
• In order to get more results we can also analyze the effect of philanthropic practices on customers.
• It can be longitudinal study by increasing the time frame. 

References:

Alam, N. (2010). Islamic Venture Philanthropy: A Tool for Sustainable Community Development.

Bae, J., & Cameron, G. T. (2006). Conditioning effect of prior Firm’s Firm’s Reputation on perception of corporate giving.

Baskin, J. (2006). Value, Values and Sustainability: Corporate Responsibility in Emerging Market Companies.

Brown, W. O., Helland, E., & Smith, J. K. (2006). Corporate philanthropic practices.

Bowie, N. (1998),”companies are discovering the value of ethics”, USA today magazine, No 126, January 1.

Christina M. Genest, (2005),”Cultures, organizations and philanthropy”, Corporate Communications: An International Journal, Vol. 10 Iss 4 pp. 315 – 327

Chai, D., & Research, C. f. B. (2010).

Crane, A., Matten, D., & Spence, L. J. (1905). Corporate Social Responsibility: In Global Context.

Drucker, P. F. (2001).

Debbie Thorne McAlister Linda Ferrell, (2002),”The role of strategic philanthropy in marketing strategy”,European Journal of Marketing, Vol. 36 Iss 5/6 pp. 689 – 705

Françoise L. Simon, (1995),”Global corporate philanthropy: a strategic framework”, International Marketing Review, Vol. 12Iss

Elfenbein, D. W., Fisman, R., & McManus, B. (2010). Charity as a Substitute for Firm’s Firm’s Reputation: Evidence from an Online Marketplace.

Friedman, M. (2007). The social responsibility of business is to increase its profits.

Godfrey, P. C. (2005). The relationship between corporate philanthropy and shareholder wealth: A risk management perspective.

Henderson, M. T., & Malani, A. (2008). Corporate Philanthropy and the Market for Altruism.

Kulcsar, B., Fosfuri, A., & Giarratana, M. The Link between Corporate Philanthropy and Product Failure

La Cour, A., & Kromann, J. (2011). Euphemisms and Hypocrisy in Corporate Philanthropy.

Lev, B. I., Petrovits, C., & Radhakrishnan, S. (2008). Is Doing Good Good for You? How Corporate Charitable Contributions Enhance Revenue Growth.

Marx, J. D. (1998). Corporate strategic philanthropy: Implications for social work.

Milgrom, P., & Roberts, J. (1986). Price and advertising signals of product quality.

Miller, J. I. (2011). The Ongoing Legitimacy Project: Corporate Philanthropy as Protective Strategy.

Muller, A. R., & Kraeussl, R. (2010). Doing Good Deeds in Times of Need: A Strategic Perspective on Corporate Disaster Donations.

Paul, M. (1993), “The new face of corporate philanthropy”, unpublished Master’s thesis, Fairleigh Dickinson University, Madison, NJ.

Roger Bennett, (1998),”Corporate philanthropy in France, Germany and the UK”, International Marketing Review, Vol. 15 Iss 6 pp. 458 – 475

Rishi, M., Govekar, P. L., & Govekar, M. A. The Effects of Macroeconomic on Local Corporate Philanthropy.

Shamsuddoha, M., & Chacharkar, D. y. (2002). Beyond Profit: A Path to Zenith.

Simon, F.L. (1995), “Global corporate philanthropy: a strategic framework”, International Marketing Review, Vol. 12 No. 4, pp. 20-37.

Stephen L. Sondoh Jr. (2007), “The Effect of Brand Image on Overall Satisfaction And Loyalty Intention In The Context Of Color Cosmetic” Asian Academy of Management Journal, Vol. 12, No. 1, 83–107Vidal, D.J. (2003), “Entering a new age of US corporate citizenship”, On Philanthropy, January 3, available at: www.onphilanthropy.com/giving/ig2003-01-03a.html

Serli Wijaya (2012), “The Effect of Loyalty Programs On Customer Loyalty In The Hospitality Industry” unpublished paper.

Vaidyanathan, B. (2008). CORPORATE GIVING: ALiterature REVIEW: Notre Dame: University of Notre Dame.

Windsor, D. Corporate Social Responsibility: Three Key Approaches.

Appendix

Research Instruments for UFONE and Tapal Tea

The questionnaire is part of a research project and requisite for BBA honors degree award at CUSIT Peshawar, Pakistan.

This research is related to

What we have to do here, is to analyze the effects of corporate philanthropy on the Firm’s Reputation, Customer Loyalties, customer image and other stakeholders. Although, if the firms are spending part of their profit to benefit the society so in return what the firms are getting.

There are no right or wrong answers. The most important thing is your opinion; therefore please fill the questionnaire and answer all the questions. I assure you that the information provided will be kept confidential and used only for academic purposes.

	Parameters	SA	A	N	D	SD
1	Philanthropic Practices:UFONEis doing many good things for the welfare of the society.	1	2	3	4	5
2	UFONEPeshawar contributes to the health sector.	1	2	3	4	5
3	My organization contributes to the education sector.	1	2	3	4	5
4	My organization works with other organizations who work for the welfare of the society	1	2	3	4	5
5	UFONEPeshawar is working to reduce child labor	1	2	3	4	5
6	UFONEis working for this environment to make it a healthy one	1	2	3	4	5
7	Customer Loyalties:Philanthropic practices generate firm revenues.	1	2	3	4	5
8	There is a positive relationship between corporate philanthropy and Customer Loyalties.	1	2	3	4	5
9	At UFONE, most emphasis is given to philanthropy rather than organization Customer Loyalties.	1	2	3	4	5
10	Our philanthropic activities increased our Customer Loyalties.	1	2	3	4	5
11	Philanthropic activities have increased our revenues.	1	2	3	4	5
12	Firm’s Reputation:Corporate philanthropy impacts the firm’s Reputation in the market.	1	2	3	4	5
13	Philanthropic practices are responsible for building a good image in the eyes of stakeholders.	1	2	3	4	5
14	Stakeholders and my organization are on the same page because of mutual understanding	1	2	3	4	5
15	For UFONEcorporate philanthropy is the sole cause of the Firm’s Reputation.	1	2	3	4	5
16	Brand Image:I think the brand is good.	1	2	3	4	5
17	I feel good when I see this brand.	1	2	3	4	5
18	Customers are committed firm and its image	1	2	3	4	5
19	In my mind the image of firm is good and fine	1	2	3	4	5
20	The brand I use is famous and sophisticated	1	2	3	4	5

Please give response to the following:

Use the scale to answer the following questions below. Encircle any one response out of the given 5.

1. Strongly Agree             2. Agree                 3. Neither Agree nor Disagree

4. Disagree                        5. Strongly Disagree

	Parameters	SA	A	N	D	SD
1	Philanthropic Practices:TAPAL TEAis doing many good things for the welfare of the society.	1	2	3	4	5
2	TAPAL TEAPeshawar contributes to the health sector.	1	2	3	4	5
3	My organization contributes to the education sector.	1	2	3	4	5
4	My organization works with other organizations who work for the welfare of the society	1	2	3	4	5
5	TAPAL TEAPeshawar is working to reduce child labor.	1	2	3	4	5
6	TAPAL TEAis working for this environment to make it a healthy one	1	2	3	4	5
7	Customer Loyalties:Philanthropic practices generate firm revenues.	1	2	3	4	5
8	There is a positive relationship between corporate philanthropy and Customer Loyalties.	1	2	3	4	5