Corporate Social Responsibilty as Tool of Strategic Advestising in Telecommunication Companies of Rwanda

摘要

Companies can no longer achieve economic prosperity without impacting on the life of all the stakeholders and agents. In an attempt to touch the lives of majority of stakeholders and agents if not the whole, companies undertake corporate social responsibility been it voluntary or mandatory.Corporate social responsibility (CSR, also called corporate conscience, corporate citizenship, social performance, or sustainable responsible business/ Responsible Business, is a competitive tool the Rwanda telecommunication companies are using to build the positive blind image in mind of customers . This study is to bring out the various CSR activities of telecommunication companies of Rwanda and its impact on the country’s growth. The study is based on secondary data, the information collected from different books, journals and magazines The MTN Foundation, the wing of MTN responsible for CSR activities of the company focus on three key areas namely economic empowerment, education and health in impacting lives of stakeholders of Rwanda. Airtel’s, main area of CSR activities is education for the elevation of poverty while Tigo is into social works such as orphanage support and education. From the study it was found out that, all the telecommunication has a common objective of eradicating poverty and raising standard of living of stakeholders through education and other activities. The government of Rwanda has also been very supportive to these companies in their achievement in CSR activities. The ministry of education as well as health ministry has good partnership with the companies in realizing the country’s vision 2020 of knowledge economy. CSR activities of Telecommunication companies in Rwanda are not just voluntary actions of the companies but a necessary condition for the achievement of the country vision 2020.