CORPORATE SOCIAL BUSINESS’S RESPONSIBILITY AS THE INSTRUMENT OF MANAGING OF THE ENTERPRISE

Анотація

Urgency of the research. The place of the traditional understanding of a business aimed at making a profit from the production of goods, services and its distribution between the parties is being taken by the idea of business as a source of social welfare growth, which is achieved through the production and sale of goods and services. Target setting. Realization of this goal necessitated the following tasks: to explore the nature and significance of corporate social responsibility (CSR), to analyze the implementation of CSR tools for modern enterprises, to explore the development and B2C models and show the effectiveness of their implementation in modern conditions of development, to determine the impact of CSR on building an effective "business to consumers" model. Actual scientific researches and issues analysis. The problems of research and development of corporate social responsibility has been researched by many domestic and foreign scientists. Uninvestigated parts of general matters defining. However, despite the existing scientific developments in this area, the impact of corporate social responsibility to build an effective B2C model is not fully defined and requires further study. The research objective. The aim of the article is that the main directions of corporate social responsibility in relation to clients have been defined and the basic factors that influence consumer’s CSR-maturity in different countries have been determined. The statement of basic materials. The author summarized origin and basic types of models in a segment «business to consumers», and features of their functioning in a modern economy. The considerable attention is paid to the role of corporate social responsibility in the construction of effective intercommunications with consumers. Has identified how the observance of CSR principles in modern enterprise influences its reputation. Conclusions. Corporate social responsibility is not just a fashion statement, but a vital necessity. For companies operating in the B2C segment, corporate social responsibility is one of the tools for success. Social innovation strategies implemented under the CSR not only allow companies to demonstrate their citizenship, but also become an important marketing tool that enables stand, develop new products and trends, to create an emotional connection between the brand and the consumer, thus contributing to growth loyalty. Social innovations implemented into strategies under the CSR strategies not only allow companies to demonstrate their citizenship, but also become an important marketing tool that allows to come forward, develop new products and trends, create an emotional connection between the brand and the consumer, thus contributing to the growth of loyalty.