ENHANCING ORGANIZATIONAL IMAGE THROUGH TRIPLE BOTTOM LINE MANAGEMENT PRACTICE: EVIDENCE FROM SELECTED MANUFACTURING FIRMS IN SOUTH EAST, NIGERIA

Abstract

The study examined the enhancement of organizational image through triple bottom line management practice: Evidence from selected manufacturing firms in South East, Nigeria. The specific objectives of the study were to examine the degree of relationship between social practice and profit-making potential of selected manufacturing firms, environmental contribution and recognition of selected manufacturing firms, and financial prudence and sustainability of selected manufacturing firms in South East, Nigeria. Descriptive research method was adopted in the study and the population of the study was made up of all the staff of the four (4) selected manufacturing firms in South East, Nigeria. The sample size of 293 was derived using Freud and William's formula from the population of 1221. Stratified sampling method was adopted using Bowley's proportional allocation formula to ensure adequate coverage of the respondents in the various strata of the four (4) manufacturing firms. Structured questionnaire was used in obtaining data from the respondents. The data obtained were presented in frequency tables and analyzed using simple percentages, mean and standard deviation. All the hypotheses were tested using Pearson product-moment correlation coefficient. The result of the study showed that Social practice had significant and positive relationship with profit-making potential (r=0.725; t=16.306; p=0.000); environmental contribution had significant and positive effect on recognition of manufacturing firms (r=0.871; t=27.505;p=0.000); and there was significant and positive relationship between financial prudence and sustainability of the manufacturing firms in South East, Nigeria (r=0.914; t=34.827;p=0.000). It was therefore concluded that organizations, globally, were beginning to appreciate the need to remain sustained through the application and enhancement of triple bottom line management and this has brought about successes in many manufacturing firms in the world, Nigeria inclusive. It was recommended that the management of manufacturing firms in the South East should work towards image building through building of inter-personal relationship with the people in the community where the firm is located, discharge their social responsibilities in the areas of their operation, product design, branding, good public relations and advertising in order to attract customers among others.