ПРАКТИКА ЗАСТОСУВАННЯ КОНЦЕПЦІЇ СОЦІАЛЬНО ВІДПОВІДАЛЬНОГО МАРКЕТИНГУ МІЖНАРОДНИМИ КОМПАНІЯМИ ПІД ЧАС РОСІЙСЬКО-УКРАЇНСЬКОЇ ВІЙНИ

Abstract

The article summarizes the practice of applying different approaches to substantiation of marketing decisions by international companies on activities in the Russian market during the Russian-Ukrainian war from the standpoint of the concept of socially responsible marketing. The theoretical content of the concept of "socially responsible marketing" and its importance in the activities of companies are investigated. The analysis of the processes and motivation of taken decisions to reduce or terminate in the russian market during FebruaryApril 2022 by some international companies in the context of the concept of socially responsible marketing suggests that even with no economic sanctions on their activities, most of them has made decisions using ethical approach, which is based on the idea of moral and ethical responsibility of business and individual managers to the global society. The need to use this approach was partly inspired by the active pressure of international public opinion, which in today's conditions is an element of coercion to socially responsible behavior. It is determined that a significant part of these companies retain the opportunity to quickly return to normal work in the russian market in the event of a decrease in the intensity of hostilities or immediately after their completion. Other international companies that have decided to continue their activities in russia, in making decisions, used mainly economic and social approaches, according to which the company performs its economic function, producing goods and services necessary for society and creating jobs, responsibly treat consumers, employees, partners. It can also be argued that with the continuation of the russian-Ukrainian war, the number of international companies operating in the russian market will continue to decline due to additional sanctions on this country, complicated logistics, payment systems, reduced solvency demand and so on. The prospect of further research is to determine the level of reputational and, consequently, economic losses of international companies, which in such situations are guided only by economic and social approaches to the formation of a system of socially responsible marketing.