Factors affecting sustainability of corporate social responsibility projects of Celtel Kenya Limited (trading as Zain)
Meru, Christine Kiende
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In Kenya, Zain began operations as Kenya Cellular Communications Ltd, or Kencell a joint venture between Vivendi of France and Sameer Investments of Kenya. In 2005, Kencell was re-branded to Celtel International after Vivendi opted out of the venture. In 2008, Celtel International was bought out by Zain Group's predecessor Kuwaiti's Mobile Telecommunication Company (MTC). The buyout was to usher in the re-branding of Celtel to Zaino The company has been actively involved in CSR activities in Kenya. The broad objective of the study was to identify the factors affecting sustainability of corporate social responsibility projects commissioned by Celtel Kenya Limited. The study applied a descriptive research design. The target population of this study comprised of project managers of the CSR collaborating organizations, the CSR manager at Celtel Kenya, and the programme officers in-charge of various project sites or programme activities. The sample was drawn through purposive and simple random sampling techniques. Structured questionnaires were used to collect data from project/programme officer, CSR Manager at Celtel Kenya, project managers seconded to the projects by Celtel Kenya; and project managers drawn from the CSR collaborating institutions. The data was coded and captured into a spreadsheet-based template and analyzed using SPSS (Statistical Package for Social Sciences). The data was analyzed using qualitative and quantitative techniques. Quantitative analysis involved generating descriptive statistics and percentages. Qualitative analysis entailed compilation of interview notes into common themes guided by the research questions. The data was presented using tables and charts. The findings identified a number of practices that affect implementation of CSR projects. These include: failure to address the priorities and actual needs of the communities; project design; project supervision; and progress monitoring and evaluation. The study also identified that the sponsoring company's interests of product and brand publicity usually override the interests of the beneficiaries hence the communities feel that they are not given a chance to fully participate and own the projects during the implementation stages. The findings identified a range of sustainability measures applied in CSR projects include. The study also identified various challenges that highly affect implementation of CSR projects. To ensure project sustainability, the following measures are proposed: Integrating income generating activities into the project plans; ensuring that beneficiaries are involved from the start and their roles are well stipulated; ensuring proper commissioning of the projects and clear hand over to the beneficiaries; ensuring proper monitoring through field visits when projects are going on; and ensuring that project management committees are constituted and operationalised from initiation stage through to handing over on termination.