Assessing the impact that corporate citizenship has on the performance of Alpha Bank.
Alpha Bank is one of the largest banks in South Africa. The bank operates in African countries as well as in other countries across the world. Alpha Bank provides financial products and services to personal markets, businesses as well as public sector and state-owned enterprises. The aim of this study is to assess the impact that corporate citizenship has on the performance of Alpha Bank. Due to the fact that Alpha Bank runs numerous corporate citizenship initiatives of varying size and scope, it would be of value to the organisation to understand how these impact on the performance of the organisation. Interviews with executive management of Alpha Bank were conducted in order to assess the impact of corporate citizenship on Alpha Bank’s performance. The findings of this research suggest that corporate citizenship has had a positive impact on the performance of Alpha Bank. Despite the positive impact that corporate citizenship has had on the organisation, the findings also suggest that there is a lot of potential for Alpha Bank to extract much more value from the corporate citizenship initiatives that it involves itself with. Furthermore, the findings indicate that Alpha Bank would see a stronger positive impact on its performance if it markets and showcases its corporate citizenship more aggressively. The findings also suggest that Alpha Bank should capitalise on its position as an established bank in Africa by expanding its corporate citizenship programmes and projects outside South Africa as this would lead to a stronger impact on the performance of the organisation. Alpha Bank could use the findings of this study to improve its operations and activities.