Ways to implement corporate social responsibility of business as a tool of marketing strategy in conditions of uncertainty

Abstract

The article reviews foreign and domestic literature on the selected topic and determines that despite the existing array of studies, the issues of finding ways to implement corporate social responsibility (CSR) in conditions of uncertainty are not sufficiently considered. The article is aimed at finding ways to implement CSR as a tool of marketing strategy in the conditions of uncertainty in which domestic enterprises operate. To achieve the goal, an expert method was used to review the opinion of experts in the chosen field of research and identify patterns. The grouping method is used to group the information received according to individual characteristics, which will make it possible to draw a conclusion about its significance and importance. The observation method is used to obtain generalized data that allow you to reflect the characteristics of the entire set of phenomena studied. The article reveals how CSR strategies were adapted to the conditions of functioning of domestic enterprises. The stages of introduction of CSR in the activities of enterprises are disclosed. It is noted that CSR initiatives have created the basis for future profits and strengthening the competitive position of the enterprise and should consider it within the framework of the marketing strategy, which will focus its efforts on brand popularization based on the results of CSR initiatives. Attention is focused on the conditions under which social responsibility becomes a marketing strategy and what features it should be endowed with. It has been revealed that the enterprise needs to establish a balance between social responsibility and its own profitability, which is a rather difficult task in conditions of uncertainty. This approach requires not only CSR initiatives, but also marketing strategies for their implementation. The marketing strategies that the enterprise should use are listed. Conclusions are made about the integration of social responsibility into marketing strategies and their impact on the formation of competitive advantages for the enterprise.