Influence of corporate social responsibility on the performance of new KCC, Sotik, Kenya

Corporate Social Responsibility (CSR) could be defined as a collection of actions by a firm in an effort to advance the promotion of social good beyond the immediate interests of the firm/shareholders and beyond the legal requirements. It is about conducting business in a more socially acceptable manner. Although several studies have been carried out on the relationship between CSR activities within companies and their performance limited studies have addressed how to manage corporate social responsibility to make it effective. In this study the findings attempts to provide better insight into the issue and also shows the effectiveness of CSR in improving performance of firms. Globalization has led to the entry of Dairy products from foreign countries into the Kenyan market leading to competition. The emergence of new local companies is a threat to New Kenya Co operative Creameries. The purpose of this study was to determine the influence of Corporate Social Responsibility on Performance of Milk Processing Companies, a case of New KCC, Sotik-Kenya. The specific objective of the study has been to study how corporate social responsibility influence the performance of Milk processing companies. The conclusion drawn was that the workers were not adequately skilled to handle modern technology and that they invest in a sporting event(s) that do not attract mass support. The researcher recommends that New KCC, Sotik should pick on sports and a few other initiatives they have the capacity to sponsor effectively for good returns to be realized and capacity building for workers also be organized. In future investigations more studies need to be done to establish the extent to which CSR activities enhance employee productivity thereby enhancing the corporate performance of the milk processing companies in Kenya.