Корпоративна соціальна відповідальність бізнесу як маркетинговий інструмент в умовах пандемії

Abstract

Introduction. It is known that today corporate social responsibility is one of the most important and necessary prerequisites for the development of modern business. Every year, more and more domestic companies use corporate social responsibility in shaping their own business strategy, as it has long established itself in world business as an effective means of forming a sustainable image. It should be noted that the COVID-19 coronavirus pandemic has significantly affected CSR activities, accelerated their development and increased commitment to it by many companies. Purpose. The purpose of article is to study the experience of corporate social responsibility during the period of deep uncertainty (pandemic COVID-19), preparation of dosage for its use as a marketing tool for doing business and development of recommendations for further use of CSR by domestic companies in the post-crisis period. Results. Based on the research, the experience of corporate social responsibility in a pandemic has been analyzed. In addition, various forecasts and statistical studies of global and domestic organizations, agencies and publications on CSR have been systematized. The expediency and effectiveness of the use of corporate social responsibility as an effective marketing tool in business in a period of deep uncertainty has been substantiated. Projects of such responsibility of well-known Ukrainian companies at the time of the pandemic have been described, and CSR activities aimed at caring for employees have been investigated. As a result, the main recommendations for the effective implementation of corporate social responsibility of business in the post-crisis period have been developed. Conclusions. Studies have shown that the impact of the pandemic on global and domestic business has significantly accelerated the development of corporate social responsibility and forced many companies to turn to it not only to help society but also to maintain their market position and improve image, thus becoming the main marketing strategy this year.