The competitive advantage of corporate philanthropy

To competitively operate in an environment where even the basic social needs of the population are not met, it makes business sense to uplift the stakeholders that form part of the business environment. With approximately five and a half billion rand spent on philanthropic activities in 2010 alone, it is important that this spend translates into a competitive advantage for the company.The purpose of this study was to explore the concept of philanthropy as understood by companies. Further to that, the intention of the research was to understand how engaging stakeholders, utilising resources available and the intention of the giving by the key decision makers, contributed towards achieving the competitive…