Abstract
Though evidence of socially responsible behavior of companies appeared to be indisputable, the most problematic for any company is to align it with the employed marketing strategy and enhance the opportunities it can provide for creating competitive advantage and further innovation. Corporate social initiatives are often disconnected and fragmented, which causes constraints to analyze their prospects to cut expenses and increase revenues. The statistical data of a period of over four years show the continual growth in Russian service sector which can provide resources for “world-positive” business initiatives. Though authorities traditionally and usually force the ways of engaging business in financing social programs, the image of a socially responsible and environmentally friendly business provides opportunities for a sustainable upturn in Russian service sector.
Highlights
For the most of businesses, even operating internationally, it is impossible to work in isolation from society
Management realizes that marketing must create a socially responsible image as the “public face” of a company, especially in the service sector, which directly deals with its clientele
The universal general trend mentioned by Skorobogatyih (2014) is dominating in social marketing over liberal methods in corporate social responsibility
Summary
For the most of businesses, even operating internationally, it is impossible to work in isolation from society. Management realizes that marketing must create a socially responsible image as the “public face” of a company, especially in the service sector, which directly deals with its clientele. Though, both marketers and managers are aware that sustainable activities will not immediately increase sales or improve the company image. The development of socially responsible marketing (SRM) appeared in opposition to the strategy focused on excessive consumerism and as an intrinsic response to business operations that caused environmental damages. SRM can be defined as “an obligation of an organization's marketing management towards the welfare and interests of the society in which it operates.” (Businessdictionary, 2017)
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