СОЦІАЛЬНА ВІДПОВІДАЛЬНІСТЬ ЯК ЧИННИК ФОРМУВАННЯ КОНКУРЕНТНИХ ПЕРЕВАГ ПІДПРИЄМСТВА

Abstract

Companies want to occupy better positions in the market than competitors. For this, they use different methods. One of these ways is the social focus of business. Many foreign and domestic companies have long understood that their responsibility to society is an important factor that directly affects work results. It is positive that such activity is conscious and voluntary, well perceived by consumers of products and services. Any enterprise wants to have competitive advantages. They represent such a system, which has an exclusive value and makes it possible to stay ahead of competitors in various fields of activity. Competitive advantages are individual for each company, but have common features. The classification of competitive advantages makes it possible to consider them by areas of activity: organizational, functional, etc. It is these of the listed ones that cause the greatest interest. Organizational competitive advantages are formed thanks to a better geographical location, proximity to locations of raw and labor resources, distribution of products. Work experience, the size of the enterprise and the presence of branches are also taken into account and have a positive effect. Competitive advantages by functional sphere of activity have the following varieties: marketing, production, personnel. Marketing allows the source of competitive advantages to have relationships with suppliers and intermediaries, consumers. The image of the enterprise is also a component of marketing competitive advantages. The production sphere is the basis for gaining competitive advantages due to modern production technologies and the state of equipment, quality of raw materials and products. The last variety is based on a high-quality staff and their ability to work with new technologies and modern technological equipment. These areas of activity when considering competitive advantages are important, but do not take into account the social component. But it is she who can strengthen the advantages that the company has already acquired. It is proposed to consider the social orientation of business according to the directions of responsibility proposed by A. Carroll: economic, legal, ethical and discretionary. These types of liability, if the company has them, allow you to get additional benefits. Chief among them will be the loyalty of society and consumers. They will affect the company's performance and strengthen its market position.