Marketing mechanisms for the implementation of business social responsibility

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Homolska V. V., Bosak I. P. № 1 (66) 182-189 Image Image

In the article the main areas of implementation of socially responsible marketing by domestic enterprises are studied. It is shown that it is important for the effective socio-economic development of the state to create such a system for the implementation of social responsibility of business, which, taking into account foreign experience, would focus on the most progressive understanding of social obligations as the fundamental goals of business. It is proven, that socially responsible activity of the enterprises should promote the elimination of shortcomings caused by excessive centralization of decision-making, by transferring some social functions to the regional and local levels, ensuring targeted social support for the population. The concept and evolution of socio-ethical marketing, which can be considered as one of the possible foundations of the strategic direction of the company’s development, are analysed. The following mechanisms for implementing socially responsible marketing activity of enterprises in Ukraine are highlighted: the formation of a highly developed corporate culture and socially oriented strategies for the development of companies; the development of industries that ensure a rational structure of consumption and contribute to the creation of jobs for the local population; voluntary charitable and sponsoring participation in local social and cultural projects and programs aimed at strengthening the material and technical base of educational, scientific and healthcare institutions, revival and development of national cultural potential; ensuring the maximum level of legality and transparency of business and income, creating such enterprise development strategies that contribute to the fullest realization of human rights; environmentalization of production, which involves a voluntary transition to ecologically oriented technologies, reduction of resource and energy intensity of products, development of ecological certification of industries and products.

Keywords: socially oriented market economy model, social responsibility, socio-ethical marketing, social guarantees, environmentalization.

doi: 10.32403/1998-6912-2023-1-66-183-189

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