Exploring The Practice Of Corporate Social Responsibility In Ethiopian Brewery Industry The Case Of Heineken Ethiopia Plc

Currently the Ethiopian beer market is experiencing its biggest growth and transformation. Thernnumber of consumers is increasing alarmingly. The main driver for growth are the breweries’rnmarketing strategy and a growing population. Alcohol related harm to people of any age remainsrnan issue of ongoing concern for the community and a challenging area for Corporate SocialrnResponsibility (CSR) response by the breweries.The purpose of this thesis is to explore theCSRrnactivity of the brewery industry in the case of Heineken Ethiopia PLC. The research studied whatrnCSR is in the context of Heineken Ethiopia, how Heineken implemented CSR, the benefits andrnbarriers to implement CSR in Heineken and the initiatives that are done by Heineken Ethiopia tornpromote responsible consumption.The research employed a qualitative research approach,rnwherein, in-depth interview, focus group discussions (FGDs), document analysis andrnobservations were used as data gathering instruments. The study used qualitative case studyrnresearch method.With regard to the sampling procedure,twenty one internal and externalrnstakeholders of Heineken Ethiopia were selected for interview using purposive and snowballrnsampling techniques. The researcher has also conducted three FGDs with farmers who supplyrnbarley for Heineken Ethiopia with a total number of eighteen participants. The FGDs have beenrnmade for the purpose of triangulation.The study showed that Heineken Ethiopia implements arnsystematic focused and institutionalized approach to CSR and that the understanding and practicernof CSR in Heineken Ethiopia focused on type of CSR that is positively impactful onrnstakeholders.The study recommended that CSR programs of Heineken Ethiopia should be ownedrnby employees at all level. Besides, the CSR activities of the company should be communicatedrnboth in digital media and the mainstream media. Furthermore, Heineken Ethiopia need to engagernin serious commitment to promote responsible consumption and protect children from beerrnpromotion.rnKey words: Corporate Social Responsibility, Brewery Industry, Ethiopia, Heineken Ethiopia

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