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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

An Investigation of Marketers’ Attitudes Towards Corporate Restructuring

and CSR in Sub Saharan Africa: A Case of the Nigerian

Service Industry in Lagos Metropolis

Author(s): Bolajoko Nkemdinim Dixon-Ogbechi, Elizabeth M. Haran, Joseph F. Aiyeku, Piyachat Jarutirasarn

Citation: Bolajoko Nkemdinim Dixon-Ogbechi, Elizabeth M. Haran, Joseph F. Aiyeku, Piyachat Jarutirasarn, (2012) "An Investigation of Marketers’ Attitudes Towards Corporate Restructuring and CSR in Sub Saharan Africa: A Case of the Nigerian Service Industry in Lagos Metropolis," Journal of Marketing Development and Competitiveness, Vol. 6, Iss. 4, pp. 51 - 61

Article Type: Research paper

Publisher: North American Business Press

Abstract:

The concept of corporate social responsibility (CSR) continues to grow in recent years and is gradually

becoming a global trend. Despite this growth, the adoption of CSR is still very small in the Nigerian

service marketing industry. This paper investigated marketer’s attitude towards corporate restructuring

and CSR in the Nigerian service marketing industry in Lagos metropolis. It concluded that there is a

positive relationship between Nigerian service marketing industry marketers’ attitude and the adoption of

CSR despite the current wave of corporate challenges in the country. Overall results indicate that

actions that followed restructuring were judged to show social responsibility.