CSR reporting in specific conditions of Slovak Republic

Abstract

Nowadays, corporate social responsibility is an immanent part of strategic management theory and practice because only by its implementation it is possible to create a sustainable competitive advantage. But many companies (mostly small and medium) do not know how to communicate effectively their CSR activities. This fact results to the absence of estimated CSR benefits and following disillusion in relation to the CSR concept implementation. Possible way how to eliminate this unfavorable situation is to define and subsequently use the most valuable dimensions of CSR from the point of view of local consumers. Local view is important mainly because of socio-psychical and cultural specifics of consumers which impact on buying decision making and loyalty cultivation was confirmed in research provided by Geert Hofstede. According to mentioned, the goal of the realized survey, whose outputs are presented in this article, was to identify these dimensions of CSR report in the scope of Slovak consumer's perception. Based on the achieved information there are also formulated recommendations for CSR reporting dimensions usage as a tool of competitive advantage in the conclusion. Keywords: CSR; CSR report; CSR reporting; corporate social responsibility; consumer preferences