STRENGTHENING THE COMPETITIVE ADVANTAGES OF THE COMPANY THROUGH THE PRISM OF SOCIALLY RESPONSIBLE BEHAVIOR

Abstract

The role and importance of corporate social responsibility as a tool for forming the company's competitive advantages in modern conditions are researched in the article. Competition as a basic principle of a market economy forces companies to consider the problem of strengthening competitive positions differently.
 The role of corporate social responsibility in strengthening the competitive advantage of companies is growing, and the relationship between trust and social activity of business in the face of intensifying international competition is becoming more and more visible. Hypercompetition is a specific feature of the new behavioral paradigm of modern companies in the world, which is caused by the transition from competition to its new aggressive state. Continuous creation of new competitive advantages is the only way for companies to survive in such conditions.
 Sustainable competitive advantage in the long run can provide companies with tools of corporate social responsibility. Socially responsible business behavior can significantly affect the company's reputation, image, brand and reflected in sales.
 RepTrak methodology from the international consulting company The RepTrak Company includes a system of indicators that can determine the impact of corporate social responsibility on the formation of the company's reputation. The Global RepTrak100 ranking makes it possible to determine which companies have the highest level of corporate reputation and which factors have the greatest influence on it. The RepTrak Pulse Confidence Index is the average ratio of consumers to a company's reputation on a scale from 0 to 100.
 Social responsibility is the company's attitude to product quality, consumers, employees, stakeholders, the environment, so it is a significant competitive advantage in business. The Lego Group's competitive advantage is its high level of customer loyalty, and its socially responsible strategy is to launch social and environmental initiatives according to the Global RepTrak100 rating. The Lego Group is an example of a global leader in honesty, ethics, openness and cleanliness of business.