ISSN 2308-8559 e-ISSN 2415-8224
en

https://doi.org/10.36910/6775-2308-8559-2023-4-9

Volume 13, No. 4, 2023

70-80

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    • Social responsibility as an instrument of marketing strategy to ensure the competitiveness of enterprises towards sustainable development

    Oleg Kuzmak

    Received 19.04.2023, Revised 07.08.2023, Accepted 02.10.2023

    Abstract

    The article summarizes issues regarding the role of social responsibility as a fundamental tool in shaping  marketing strategy and enhancing the competitiveness of enterprises, focusing on promoting sustainable  development. How companies can integrate social responsibility into their core strategies is examined to not only  meet ethical and social expectations but also gain a competitive advantage in the market. The main goal of the  article is to explore the essence, define the conceptual content, and justify the implementation of the concept of  social responsibility into the system of strategic marketing management of a company as a necessary prerequisite  for ensuring its competitiveness in the direction of sustainable development. The systematic review of the literature  indicates the debatability and certain divergences in understanding and interpreting the essence of social  responsibility, the implementation of the concept, and its integration into the formation of a competitive marketing  strategy. The relevance of addressing this issue lies in the fact that the formation of a culture of social responsibility  oriented towards stakeholders should become one of the tools for ensuring the prerequisites for the competitive  advantages of modern enterprises, strengthening their image, and increasing business profits by creating value,  enhancing innovation, improving relationships with customers and employees, and expanding growth  opportunities. The analysis includes examples and thematic studies that illustrate the successful implementation  of social responsibility initiatives, emphasizing their positive impact on brand image and customer loyalty. By  aligning corporate goals with social and environmental objectives, the article advocates for a holistic approach to  business that not only contributes to the common good but also positions companies as drivers of positive change  in the global market. The research concludes that modern conditions require enterprises to adopt an innovative  approach to development, and social responsibility, acting as a system of relationships with stakeholders, becomes  a key direction in this development. Integrating social responsibility into all aspects of company activity, including  its philosophy and the system of strategic marketing management, will help ensure not only a positive image but  also sustainable competitiveness in the long term

    Keywords:

    social responsibility; competitiveness; competitive marketing strategy; sustainable development; effectiveness; image; brand

    Suggested citation
    Kuzmak, O. (2023). Social responsibility as an instrument of marketing strategy to ensure the competitiveness of enterprises towards sustainable development. Economic Forum, 13(4), 70-80. https://doi.org/10.36910/6775-2308-8559-2023-4-9
    1,292 Views

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