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Title

Using life quality perception to define corporate philanthropy in emerging markets

Author(s)

Greenland, Steven J.

Abstract

A principal component analysis based upon over 3000 interviews with Kenyan consumers identifies ten key dimensions of concern or worry that have negatively impacted respondents' quality of life over the past year. Organizations that use these dimensions as a focus for their philanthropic activities are more likely to achieve a positive impact upon the community, creating shared value for consumers and businesses alike. The analysis also reveals potential to develop targeted activities that will match an organization's chosen market segments. Emerging markets present strong growth prospects for multinational organizations. Many companies attempt to ameliorate the challenges of operating in these regions by using CSR and strategic philanthropy to relate to local communities, but frequently this is done without clear understanding of which facets of life quality they should be trying to improve. This paper helps to direct and define corporate philanthropy in emerging markets.

Publication type

Conference paper

Research centre

Swinburne University of Technology

Source

Proceedings of 'Sharing the cup of knowledge', the 2012 Australian and New Zealand Marketing Academy Conference (ANZMAC 2012), Adelaide, South Australia, Australia, 03-05 December 2012

Publication year

2012

Keyword(s)

Africa;  Corporate social responsibility;  Emerging markets;  Life quality;  Strategic philanthropy

Publisher

Australian and New Zealand Marketing Academy and Ehrenberg-Bass Institute for Marketing Science, Edith Cowan University

ISBN

9780646563305

Publisher URL

http://anzmac.info/conference/anzmac-2012-proceedings/

Copyright

Copyright © 2012 the author. The published version is reproduced in accordance with the copyright policy of the publisher.

Full text

Peer reviewed