Marketing support of corporate social responsibility of agri-food enterprises
Abstract
The article considers the peculiarities of marketing support of corporate social responsibility of agri-food enterprises of Ukraine. The purpose of this study is to develop scientific positions to carry out the marketing support concept of corporate social responsibility of agri-food enterprises. Created positions will be directed toward building reliable partnerships with stakeholders. The logical architecture of realization of the concept of marketing support of corporate social responsibility of agrifood enterprises is formalized. The directions of harmonization of interests of business structures (stakeholders) and the state in the marketing support of corporate social responsibility of agri-food enterprises are presented. The graph-model of rational architecture of probabilistic time lag of profitability and competitiveness in the current business process of agri-food enterprises is structured. The three-level vector of realization of marketing programs of corporate social responsibility of the enterprises of agri-food production is defined. Economic indicators and the volume of expenditures on environmental and social aspects of agri-food enterprises in the range of Steppe, Forest-Steppe, Polissia and Western zones of Ukraine are analysed. Factors influencing the sustainable level of marketing support of corporate social responsibility, which increases the motivation and productivity of employees, business, and public reputation of enterprises in the agri-food sector of the economy and reduces the risk of market losses, are substantiated. It is proved that socio-economic development of ethnic communities in the Steppe, Forest-Steppe, Polissia and Western zones of Ukraine in the context of the concept of marketing support of corporate social responsibility is carried out through the implementation of environmental, motivational levers for health protection, education, cultural values, infrastructure and other social projects, that is, by increasing the flow of social investment
Keywords
environmental and social aspects, business reputation, resource component, labour potential, social expenses, business processes
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