GAINING COMPETITIVE ADVANTAGE BY INTEGRATION OF BUSINESS STRATEGY & COPORATE SOCIAL RESPONSIBILTY (A Study of an American Investment Management based in Singapore)

Abstract

Investment management industry is a highly competitive. Due to the financial crisis, the once highly preferred investment tool, is now subjected to scrutiny from investors and regulators. The lost in consumer confidence has caused an impact on the investment performances. This study will address the question on how an investment management can utilise CSR to gain competitive advantage. Research results shows there is low CSR initiatives by companies in Singapore. The low activity rate is due to the country’s infrastructure and government’s intervention which reduces the need of its business to contribute. Employees are sceptical of CSR activities since it takes up time and is no value adding to their job. However, later findings show that if the right type of CSR strategies is use, it will create the company with a more attractive position in the industry and higher retention rate. This dissertation will be a study of Corporate Social Responsibility (CSR) in the context of an investment management based in Singapore