Miss Fredah Mwiti, a lecturer in the Faculty of Commerce presented an academic paper at the 8th annual conference of International Academy of African Business and Development (IAABD) held at the London Metropolitan University in the United Kingdom (UK). The conference was held between 29th May and 2nd June 2007. The theme of the conference was: Building New Strategic Partnerships for Africa's Economic Development.

The paper co-authored with Judy Muthuri, a PhD student Nottingham University Business School, UK was titled "The Extent of Cause Related Marketing (CRM) Practice as Corporate Social Responsibility and Marketing Tools: A Survey of Fast Moving Consumer Goods Manufacturers in Kenya."

CRM is a strategy aimed at promoting marketing objectives by fundraising for the benefit of a social cause through customer purchases. An example of the use of CRM in Kenya is where for each purchase Dettol anti-septic, Reckitt and Benckiser, the manufacturers of Dettol donate a specified amount to children with heart problems.

Miss Mwiti presented findings of research among forty five Fast Moving Consumer Goods (FMCGs) manufacturers operating in Kenya and revealed that CRM is largely unexploited both as a corporate social responsibility and marketing tool.