Abstract
The purpose of this research project is to show the impact of corporate social responsibility (CSR) on improving long-term corporate financial performance. In line with the literature review, the integration of CSR with Human Resources Management (HRM) and Marketing Strategies were used as the two components of achieving profitability because they were considered as complements of one another. The overall goal is to show how CSR strategies can have positive effects on workforce productivity, employee engagement, brand awareness, and differentiation of the organization in a developing country such as Kosovo. The research method included two primary research tools: (1) semi-structured interviews and (2) survey. A total of 22 company representatives (ni = 22) were interviewed, while the survey was completed by 124 respondents (ns = 124). The results from the interviews indicated that companies who are using CSR have done so because of international partnerships, alleviation of costs, better brand image, and show support for employees and disadvantaged communities. Lack of information is the primary reason why large enterprises in Kosovo do not engage in CSR. Others confuse it with philanthropy, an outdated version of CSR, while some are not interested in changing business as usual practices even in face of market changes. The survey was used to present the point of view of customers and potential employees, in this case the Kosovar Generation Z (Gen Z-ers) cohort, on enterprises that use CSR. The survey highlighted that Kosovar Gen Z-ers have different mindsets and lifegoals compared to their parents. Many are concerned about workforce culture, salaries, and travel opportunities but the majority have a negative perception of Kosovar large businesses. On a positive note, Kosovar Gen Z-ers are interested to work at companies that care for them and their communities, while they are also willing to spend more for their products and services. Finally, the research proposes a new model that might assist large Kosovar enterprises to improve their bottom line if they start their CSR strategy internally linking it with HRM, and then externally through marketing. If giant enterprises want to keep their place in the market, they have to adapt to international standards and mindsets, and be proactive with regards to customer expectations and engage in CSR.
Publication Date
7-2020
Document Type
Senior Project
Student Type
Undergraduate
Advisor
Venera Demukaj
Advisor/Committee Member
Alex Butler
Recommended Citation
Jetullahu, Ibrahim, "Corporate Social Responsibility — Introducing a New Model for Improving the Financial Performance of Large Enterprises: The Case of Kosovo" (2020). Thesis. Rochester Institute of Technology. Accessed from
https://repository.rit.edu/theses/10501
Campus
RIT Kosovo
