THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ON THE COMPETITIVE PERFORMANCE OF MULTINATIONAL COMPANIES IN NIGERIA

This study evaluated the influence of corporate social responsibility on competitive performance of multinational companies in Nigeria. The study made use of both primary data and co integration test was adopted as the estimation techniques. Tables and simple percentages were used for the analysis of the data collected through the administration of questionnaires while the correlation coefficient and analysis of variance were employed as the analytical tool for this study. The results showed a significant positive relationship between CSR and company reputation which indicates that CSR influences the company reputation and environmental performance. Furthermore, the correlation coefficient revealed a strong positive relationship between Corporate Social Responsibility (CSR) and competitive performance such that an increase in CSR activities among the telecommunication company would trigger competitive performance. It therefore recommended that organisation should increase its priority on actions that improve on community wellbeing; this has been shown in the study as having the highest degree of positive association with market competitive success. Also, management should improve its record of environment activities by carrying out workplace safety initiatives, enhance the health of community dwellers, liberal education, and grants and aids.