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Identifying the effect of CSR and CSR campaign on sales and financial performance, study case at PT. Aqua Golden Mississippi

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In the middle of bottled drinking water accelerating growth, PT. AQUA GoldenrnMississippi (PT. AGM) launch its CSR campaign ?Satu UntukSepuluh? (SUS)rnprogram, which advertisement had become popular and frequently mimic especiallyrnkids, teenagers even yuppies. The ?SUS? campaign has two impacts; loyalty throughrnbrand awareness and trust and risk mitigation through its CSR program. This paperrnintended to examine the impact of CSR campaign on financial performance, which isrnmeasured by the company fluctuation of financial ratio, whilst CSR measuredrnqualitatively and monetized by the movement of company values. Using exploratoryrnresearch, data gathered from the company as well as publications were analyzed usingrnfinancial ratio tools and content analysis of the company annual report threernconsecutive years before CSR campaign until the 2nd phase of SUS program in 2009.rnUsing qualitative approach, this exploratory research focus on case study at PT. AGMrnespecially on their CSR campaign ?SUS?. From the finding indicates that althoughrnCSR may have certain impact to sales, however, it is not a direct impact. On the otherrnhand, CSR do have certain impact to the company value as risk mitigation is reducedrnand company value is increasing.

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Availability

B00970

(wh)

Available

Detail Information

Series Title

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Call Number

970

Publisher

: Swiss German University., 2011

Collation

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Language

English

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Classification

NONE

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Edition

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Subject(s)

IBA

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