The research question underlying the analysis and discussion of this paper is

Transcription

1 The research question underlying the analysis and discussion of this paper is To examine the feasibility of Carroll s Pyramid (1991) being standardised across different economic regions, particularly in developing countries. The aim and purpose of this paper is to demonstrate how secondary research is used to determine data that captures the priority components of CSR practice in Ghanaian retail banks. The research philosophy underpinning this study is phenomenology. Phenomenology is a strategy for research into people and their organisations. The challenge of using this approach is in providing clarity on the emphasis of this research, that is, whether the study is of direct experience which is more analytical or a description of human experience which is more descriptive. Boland (1985) agrees that it is a term that carries a great deal of ambiguity. Hence, it is important that it is clear which emphasis this research is based on. The essence of using emperical phenomenological approach is to delve below the surface of the research issue, so questions around what, when, where and how have to be asked, making it more suitable to this study. In analysing the research question, the research strategy that seems most relevant form of inquiry is multiple case study research. This involves four units of analysis (four retail banks in Ghana) within the context of a case study. A case study may be defined as an empirical enquiry that investigates a contemporary phenomenon within its real life context, when the boundaries between phenomenon and context are not clearly evident, and in which multiple sources of evidence are used (Yin, 1989, 1993). Therefore the case study research within the context of CSR practice of retail banks in Ghana functions to challenge the theoretical framework in question, which is Carroll s (1991) pyramid of CSR (see Appendix 1). Although in the past there have been a lot of criticisms regarding the use of case study (Yin 2003), this method has in recent years been increasingly used as a rigorous research strategy in its own right (Hartley 1994; Hartley 2004). The multiple case design used in this study is adapted from Yin s matrix (2009), Type 3 multiple-case study, using multiple units of analysis which are the four cases of retail banks (see Appendix 2). The primary basis for choosing this design is it ability to provide a comparative basis and follow leads into new areas which may potentially change the theoretical framework at the end of the study.

2 Multiple case study is also suited to exploring the issues of CSR activities in each bank in depth as it allows the use of various methods either qualitative, quantitative or both (Hartley 2004; Yin 2003). On the other hand, it is argued that the more cases studied, the greater the lack of depth in any single case and the more the overall analysis is diluted or generalised (Creswell, 2007). Therefore, issues around generalisation and convincingness will be tackled with triangulation to contrast and validate the data which has been collected from different sources (Arksey & Knight, 1999; Bloor, 1997; Holloway, 1997). The units of analysis chosen as the four retail banks in Ghana are namely - Case 1: Unique Trust, Case 2: Fidelity Bank, Case 3: Access Bank and Case 4: GT Bank. The rationale for choice of the above cases occurs at two levels; 1) critical cases 2) key participants Some of the reasons for the choice of the cases are intrinsic in that, they are seen as interesting domestic banks by the researcher. According to Flvbjerg (2006), the choice of cases can be identified by looking at those that are either most likely or least likely to either clearly confirm, refute or challenge the phenomenon. They are referred to as critical cases. These critical cases of domestic retail banks in Ghana which are actively involved in CSR have been identified to provide the greatest possible amount of information on their activities. Additionally, the issue of practicality where these cases present a reasonable level of accessibility due to the researchers contacts in these banks making the request for information convenient and easier. These cases are also instrumental in the context of CSR which illustrates how the components of CSR are prioritised by each of these banks in relation to Carroll s pyramid, the theoretical framework about which the researcher is concerned. Yin (2009) says that the cases should be unique to the research focus hence the assumption is that the reasons given above makes them so. The process of conducting this study involves collecting evidence, analysing evidence and reporting (Yin, 2003a). This paper will focus on how far the research has progressed along this process with its secondary data only. Both qualitative and quantitative methods are used in the collection and analysis of the secondary data to complement each other to provide a single, well-integrated picture of the situation. The qualitative methods support the understanding of the individual cases in depth and getting at meanings of CSR practice within the context of Carroll s pyramid. The

3 quantitative approaches on the other hand make systematic comparisons on standardised criteria (Patton, 2010), in this case, the prioritisation of the four components of Carroll s pyramid compared with CSR practice in each of the cases. The process for using these two methods together are still emerging, leaving no set standard. In this study, however, the quantitative method seems to take a secondary role and is being used to support the qualitative method which is the predominant. In May 2011, the researcher engaged with key participants (Corporate Affairs Managers) in each of the banks in collecting secondary data such as archived documents, reports and press cuttings. Table 1 is a snapshot of the secondary data that was collected from the four Ghanaian banks in May Table 1 Bank Data Type CSR activities 1. Unique Trust Bank - Annual Reports - Corporate website - Internal newsletters 1. Community Development 2. Donations - Press cuttings 2. Fidelity Bank - Annual Report 1. Donations 3.Access Bank - CSR Strategy Plan document Corporate website - Press cuttings - Video clip - Employee Volunteering Programme (Strategy document 2010) - Corporate website - Press cuttings - Video clips 1. EVP 2. Community Development 3. Donations 4. Training (Industry-focus) 4.GT Bank - Corporate website 1. Donations - Press cuttings Areas covered by all banks include: 1. Education 2. Health 3.Social welfare 4.Sports 5.Arts & Culture Secondary Data Collection: May 2011

4 This table captures the data types that were collected and used, and identifies the CSR activities that are mentioned in these documents. It also shows the five sectors underpinning all the CSR activities in the banks - education, health, social welfare, sports, arts and culture. The analysis of the data was primarily inductive and began by recognising and identifying patterns from which categories were given. This was done by assigning created phrases to patterns with similar descriptions or similar meaning key words. Phrases were used instead of specific words allowing the researcher to capture activities related to the phenomenon that could potentially represent same objectives e.g. Giving money and Raising funds. The researcher went through an analytically rigorous process in methodically recording and reporting sufficient details of the data and categorising in order to permit credibility to the quality of the resulting work (Patton, 2010). The categories used can be seen in Table 2 below. The table measures frequency or the number of counts these categories appear in the data for each bank. Table 2 Categories Number of Counts per Bank UT Access Fidelity GT 1. Giving resources(e.g. food, equipment, etc) 2.Giving money and Raising funds 3.Giving employee time and skills 4.Positive impact on society or investing in local community Training Employee welfare Social inclusiveness Secondary Data Analysis: Linda Deigh (2011)

5 This approach is key to uncovering their priority CSR activities and how this compares with Carroll s (1991) Pyramid of CSR components. The findings of the analysis are currently ongoing with some indicative emerging issues. They are by no means conclusive and will inform and guide the upcoming primary research which will use semi-structured interviews for a total of twelve key participants of the banks. Triangulation of data sources will be used to tackle the issues of bias, credibility and convincingness. The conclusion of this study will assume possible development or change of the theoretical framework in question within the context of developing countries.

6 References Arksey & Knight (1999) Interviewing for Social Scientists, London: Sage Bloor M. (1997) Techniques of validation in qualitative research: a critical commentary. In G. Millar & R Dingwall (Eds.). Context and method in qualitative research (pp37-50) London: Sage Boland R. J. (1985) Phenomenology: A preferred approach to research on information systems, in Mumford et al (1985) Carroll A.B. (1991) The Pyramid of Corporate Social Responsibility Toward the Moral Management of Organisational Stakeholders. Business Horizons, 34 (pp39-48) Creswell, J. W. (2007) Qualitative inquiry and research design: Choosing among five traditions (2nd Ed). Thousand Oaks, CA: Sage. Coffey A. & Atkinson P. (1996) Making sense of qualitative data: Complementary research strategies. Thousand Oaks, CA: Sage Flyvebjerg (2006) Five Misunderstandings about case study research. Qualitative Inquiry, 12; 219. Sage Publications Holloway I. (1997) Basic concepts for qualitative research. Oxford: Blackwell Science Kohlbacher F. (2006) The use of qualitative content analysis in case study research. Forum: Qualitative Research, Vol 7 (1): 21 Patton M. Q. (2010) Enhancing the quality and credibility of qualitative analysis. Health Services Research 34:5 Part 2 Piekkari R., Welch, C., & Paavilainen, E. (2009) The case study as disciplinary convention: Evidence from international business journals. Organizational Research Methods, 12(3): Visser W (2006) Revisiting Carroll s CSR Pyramid: An African Perspective, In E.R. Pedersen & M. Huniche (eds.), Corporate Citizenship in Developing Countries, Copenhagen: Copenhagen Business School Press, Maslow A.H. (1954) Motivation and Personality, New York, Harper and Row.

7 Yin R. K (1989) Case study research, Design and Methods, Newbury Park, London: New Delhi: Sage Yin R. K (1993) Applications of case study research, Newbury Park, London: New Delhi: Sage Yin R. K (2003) Applications of case study research (2 nd ed., vol 34). Thousand Oaks: Sage Yin R. K (2003a) Case Study research, design and methods (3 rd ed., Vol 5) Thousand Oaks: Sage Yin R. K. (2009) Case study research, (4th ed.) Thousand Oaks, CA: Sage

8 Appendix 1: Carroll s CSR Pyramid (1991) Appendices (1991) Appendix 2: Case Study Design Source: Adapted: Yin (2009)