CORPORATE SOCIAL RESPONSIBILITY IN THE CONTEXT OF THE ENTERPRISE MARKETING ACTIVITIES

Rafał Drewniak

DOI: http://dx.doi.org/10.12775/JPM.2013.003

Abstract


Corporate social responsibility (CSR) is an area of the business, which increasingly is entered as an essential element of modern business strategy. CSR is a philosophy in which business organizations involved in social and environmental activities striving to meet the needs of their employees, local communities, suppliers, customers and other stakeholders who have an impact on the success of the enterprise market. Companies recognize the need to supplement the social objectives of business objectives, which turns out to be a good incentive to build long-lasting and mutually beneficial relationship. Important role in connecting the social partners played a concept of business social responsibility. In this sense, CSR programs can be the basis for a broader approach to marketing companies. CSR can be helpful in changing the perception of the company as an institution aimed mainly for profit and unfair to their clients. Determinants to implement socially responsible activities in the enterprise can be both a desire to improve the image, strengthening confidence in the company or brand, and a sense of morality and good will of the management company. The article attempts to present CSR initiatives in the context of building a business relationship with non-governmental organizations (NGOs). The purpose of this article is to present CSR initiatives as part of deliberate strategy of the company, which is one of the key sources of competitive advantage in the market. The characteristics of the issue was based on the achievements of literature ad journals, and selected results of the cooperation between enterprises and non-governmental organizations in the field of social initiatives.


Keywords


corporate social responsibility; competitive advantage; marketing

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