Exploring the Practice of Corporate Social Responsibility in Ethiopian Brewery Industry: The Case of Heineken Ethiopia PLC
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Date
2019
Authors
Endale, Henok
Journal Title
Journal ISSN
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Publisher
Addis Ababa University
Abstract
Currently the Ethiopian beer market is experiencing its biggest growth and transformation. The
number of consumers is increasing alarmingly. The main driver for growth are the breweries’
marketing strategy and a growing population. Alcohol related harm to people of any age remains
an issue of ongoing concern for the community and a challenging area for Corporate Social
Responsibility (CSR) response by the breweries.The purpose of this thesis is to explore theCSR
activity of the brewery industry in the case of Heineken Ethiopia PLC. The research studied what
CSR is in the context of Heineken Ethiopia, how Heineken implemented CSR, the benefits and
barriers to implement CSR in Heineken and the initiatives that are done by Heineken Ethiopia to
promote responsible consumption.The research employed a qualitative research approach,
wherein, in-depth interview, focus group discussions (FGDs), document analysis and
observations were used as data gathering instruments. The study used qualitative case study
research method.With regard to the sampling procedure,twenty one internal and external
stakeholders of Heineken Ethiopia were selected for interview using purposive and snowball
sampling techniques. The researcher has also conducted three FGDs with farmers who supply
barley for Heineken Ethiopia with a total number of eighteen participants. The FGDs have been
made for the purpose of triangulation.The study showed that Heineken Ethiopia implements a
systematic focused and institutionalized approach to CSR and that the understanding and practice
of CSR in Heineken Ethiopia focused on type of CSR that is positively impactful on
stakeholders.The study recommended that CSR programs of Heineken Ethiopia should be owned
by employees at all level. Besides, the CSR activities of the company should be communicated
both in digital media and the mainstream media. Furthermore, Heineken Ethiopia need to engage
in serious commitment to promote responsible consumption and protect children from beer
promotion.
Key words: Corporate Social Responsibility, Brewery Industry, Ethiopia, Heineken Ethiopia
Description
Keywords
Corporate Social Responsibility, Brewery Industry, Ethiopia, Heineken Ethiopia