Examples of CSR activities of famous companies. Experience of using CSR by Russian companies

Content:

Introduction ______________________________ ______________________________ 2

Examples of CSR of Russian and foreign companies.__________________ 3
What is the corporate social responsibility of business?______________________________ _____________________________ 3
Positions and social responsibility_______________ _________ 5
CSR technologies aimed at and influencing the environment, society, personnel______________________ ____________________________ 8

CSR experience in Russian and foreign business._____________________ 12
Royal Dutch/Shell Group (Dutch experience)___________________14

2.2 CSR “vs” social marketing. (The experience of unsuccessful rebranding of British Petroleum Corporation)____________________ _______________16

2.3 Involving Russian companies in CSR (Non-financial reporting in the financial sector)______________________ __________________ 18

Legislative regulation and federal interest in CSR________20
(Europe)______________________ _____________________________________20
(America)_____________________ _____________________________________21

3.3 (Russia)______________________ _____________________________________22

4. Conclusion: Transformation of CSR models in conditions of economic instability________________ ______________________________ _____24

4.1 (Russian experience: What can be offered in the field of CSR?)___________25

5. List of sources____________________ __________________________27

Introduction
“For many businessmen, it is becoming increasingly clear that the success of a company in the market largely depends on the volume of its investments in the social sphere of the country. As practice shows, high corporate social responsibility allows you to create a positive image of a company or enterprise. This, in turn, gives the company certain benefits:

helps in expanding the client base, strengthening partnerships,
facilitates obtaining loans, simplifies insurance,
makes interaction with government agencies more constructive,
provides an opportunity to attract/retain highly qualified specialists in the company’s staff,
strengthens its rating positions in the domestic and international markets.”

Unfortunately, many companies motivate their activities in the field of Corporate Social Responsibility (CSR) precisely by these secondary benefit factors. Creating a favorable image of the company in order to achieve customer loyalty, expanding the credit and financial capabilities of corporations, increasing demand for their products through social events and ostentatious charity events - all these are often the true goals of corporations, hiding under the guise of good CSR intentions that “preach ” company.
However, there is another side to the coin. Not all people are insensitive and immoral, not all are aimed at immediate profit, not all support the neoliberal concept of “business without borders”, neglecting ethical and moral principles - there are those few, most often occupying leadership positions, who adequately assess their capabilities and capabilities their corporations understand that they have the power to change the world for the better. Of course, large companies are leaders in terms of introducing various social programs. After all, they have great weight in society, significant influence in the market, huge capital, and therefore a lot of opportunities.
It is these influential companies that have embarked on the path of socially responsible business that will be discussed.

Examples of CSR of Russian and foreign companies.

What is the corporate social responsibility of a business?

In order to fully understand the essence of CSR, it is necessary to understand the very concept of corporate social responsibility.
Let's start with the history of the origin of this concept. How did the conceptual CSR program come about?
Some believe that the “anticipation” of corporate social responsibility (CSR) emerged with the capitalist economic model, i.e. in the 17th century. But only in the 20th century did these sensations begin to take the shape of a concept.
The CSR theory was introduced by scientists and researchers, and then began to be tested by pioneer companies that made attempts to apply it in their own business practices. In different countries, this process proceeded at different speeds and degrees of adaptation to local conditions. The scenario for the “rooting” of an idea in a particular country largely depended on the position taken by the main stakeholders: the state as a regulator, society represented by the most active organizations, and members of the business community.
Schematically, some of the milestones that influenced the “new” history of the development of the idea can be depicted as follows.
N 1950s–60s: the emergence of individual scientific works and research in the field of economics, which discussed a new model of the company and its new role in the world.
N 1970–80s: speeches by public groups criticizing the decisions and actions of companies in different countries of the world, “consumer riots”, development of ideas of social partnership in labor relations, activation of the trade union movement.
N 1990s: acceleration of globalization processes, information technology revolution, “wave” of environmental reporting, a new stakeholder model (AA1000) has been developed.
N 2000s: promotion of the idea of ​​sustainable development, emergence of the GRI reporting system.
The new concept came to Russia at a time when the rules for the coexistence of different sectors of society were once again changing:
“The discussion about CSR reflects a situation where business turned out to be “extreme” in the dispute about the fairness of the mechanisms for creating public goods and... the fairness of the principles of their redistribution... The problems of CSR in Russia are, first of all, associated with the ineffectiveness of state regulatory mechanisms and the lack of civilized mechanisms of public pressure both for business and for government.” (Report on social investments in Russia, Association of Managers, 2004)
Thus, speaking in general terms, CSR is a company’s voluntary contribution to the development of the state and society, its active activities in the economic, social and environmental spheres.
Conclusion:
Social responsibility of business- responsibility of business entities for compliance with norms and rules, implicitly defined or undefined by law (in the field of ethics, ecology, mercy, philanthropy, compassion, etc.), affecting the quality of life of individual social groups and society as a whole.
Liability arises as a result of ignoring or insufficient attention of business entities to the requirements and demands of society and is manifested in a slowdown in the reproduction of labor resources in the territories that are the resource base for this type of business.
Social responsibility of business (CSR) is a voluntary contribution of business to the development of society in the social, economic and environmental spheres, directly related to the company’s core activities and going beyond the minimum required by law.
Unfortunately, this definition is rather ideal and cannot be fully translated into reality, if only because it is simply impossible to calculate all the consequences of one decision. But social responsibility is not a rule, but an ethical principle that must be involved in the decision-making process. The obligation here is internal, to oneself, and is based on moral norms and values ​​acquired in the process of socialization.

Positions of social responsibility

If we consider the concept of CSR more broadly, it covers such elements as:

production of the required volume of products or services that meet accepted standards and quality requirements;
compliance with business rules;
ensuring labor safety for all workers;
creating new jobs, supporting them with social guarantees;
supporting motivation to improve staff qualifications;
environment protection;
assistance in preserving the cultural and historical heritage of the country;
assistance to authorities in the development of the economy and social sphere of the regions where the company’s branches are located;
financing of social programs.

CSR is a concept according to which organizations take into account the interests of society and take responsibility for the impact of their activities on customers, suppliers, employees, shareholders, local communities and other stakeholders in the public sphere. This activity goes beyond the statutory obligation to comply with the law and involves organizations voluntarily taking additional measures to improve the quality of life of workers and their families, as well as the local community and society at large, sustainable development and environmental protection.

In addition, it is worth noting that business CSR is not an isolated theory. It complements an interconnected network of socially significant theories and concepts, such as:
- social and environmental audit;
- stakeholder theory;
- corporate ethics;
- strategic philanthropy;
- corporate governance.

There are several approaches to defining CSR in business:
1) Any actions within the framework of legal legality are considered socially responsible - “There is no place for ethics in business.” Thus, Nancy Ranken in her work “Morality and Business” puts forward the thesis that a businessman cannot be considered as a moral subject, since any businessman is concerned with the problems of survival, growth and profit and is not capable of altruistic actions. Thus, she rejects the so-called “harmony thesis”, according to which everything that is truly good for business is morally correct. Proponents of this position are convinced that business plays an exclusively economic role in society, and the manager's duty is to provide shareholders with the highest returns on their investments through the production of competitive goods and services.
At the same time, they believe that they do not bear any special ethical obligations or responsibilities for preventing anyone’s harm or for promoting certain goods and services over others. They see no need to bend the law to prevent harm to anyone. From the point of view of supporters of this position, the responsibility of an entrepreneur is identified with legal liability, i.e. any actions within the framework of legality are considered socially responsible.
2) Another position can be characterized by the motto: “Maximum profit is the only responsibility of business.” Proponents of this position argue that they may break the law to pursue someone else's benefit, such as profit.
According to research conducted by scientists at the University of Washington, in the five years from 1981 to 1985, every two of the ten largest American corporations were involved in at least one operation that went beyond the law. This is indirectly confirmed by the following facts. Between 1976 and 1986, managerial arrests for fraud increased by 75% and for embezzlement by 26%. This position was made very clear by Milton Friedman: “In a private property system... a manager is effectively an employee employed by business owners. He is responsible directly to his employers, and his responsibility is to conduct the business in accordance with their wishes. The wishes of employers, in general, boil down to the requirement to make as much money as possible, adapting to the embodied laws and ethical traditions basic norms of society." Based on these positions, managers make decisions about their ethical responsibility to look after the interests of their owners, and it is this, and not the responsibility for preventing someone else's harm or for promoting socially oriented goods and services, that determines the boundaries of their ethical responsibility. Thus, proponents of this trend reduce social responsibility to professional responsibility, which is dictated by the norms of interaction between a professional and an employer. Any actions within the framework of these standards are considered socially responsible.
3) Supporters of the third position admit that there is a place for social responsibility in business, but understand it as a tool or condition that managers use to achieve the goals of the corporation in the economy. Social responsibility must lead to success and maintain success. And if it does not pass this test now or at some time in the future, then it can be discarded for pragmatic reasons. Thus, supporters of this trend recognize that we can talk about the specific social responsibility of entrepreneurs not only within the framework of legal or professional responsibility, but also in a broader aspect. But this is only possible if this activity leads to success. If this is not the case, then social responsibility is not beneficial, so it must be abandoned. It's kind of economic responsibility.
4) The fourth position represents a socially responsible organization that considers itself morally responsible both to the people who work in it and to everyone who is influenced by its activities. The company's responsibility is governed by moral and ethical standards. The problem of achieving and combining the interests of all participants in the “life activity” of the organization is put at the center. This moral and ethical responsibility.

CSR technologies aimed at and affecting the environment, society, and personnel

CSR technologies used in companies are different. They differ from each other not only in the “subject” that is directly influenced by the CSR principles (the so-called “stakeholders”: the state, public organizations, employees, etc.), but are also determined by the structure of the enterprise that has implemented these principles (CSR can formed at the level of the public relations department, or in any other department, or even be transferred to the jurisdiction of a separate unit reporting to the general director). The concept of CSR can exist at all levels of a corporation, starting from the micro level of an ordinary average employee and ending with going beyond the enterprise to the interregional or global level.
At a primitive level, a company can, for example, introduce restrictions on paper consumption for printers (global goal: preserving forests), use paper water cups in offices rather than plastic (global goal: save the planet from non-recyclable plastic), install separate trash bins compartments for various types of waste (global goal: recycling and further use of recycled materials). At the macro level (global, interregional), corporations can influence various spheres of society by investing in:

charity: support for the poorest people and local organizations in Africa and the Third World, animal protection;
healthcare: money transfers in favor of patients with various diseases, in support of healthy lifestyle campaigns and drug cessation. Companies invest in the construction of hospitals and specialized health centers, etc.
education: educational activities affecting various spheres of life (from educational programs in the field of HIV/AIDS, to education in the field of fundamental human rights and freedoms, retraining of workers, etc.)

CSR is formed in stages. (See diagram below)

The first level, lower, basic - a mandatory component of social responsibility is compliance with laws (tax legislation, labor and civil codes). If the legislation is not observed, then there can be no talk of any social responsibility - thus, the entrepreneur violates the obligations established for his activities initially.
The second and third levels refer to the voluntary component of social responsibility. These two stages differ in the motives for implementing socially responsible behavior. The second level represents the implementation of socially responsible behavior for economic gain. The economic benefit may be improving the image of the organization for consumers of its products and for its employees, increasing investment attractiveness, creating more favorable conditions for the existence and development of the company on the part of the government or society.
The third level covers those types of socially responsible behavior that are not aimed at obtaining economic benefits. This is a higher level of awareness of the position and role of the organization in society. Such activities may generate economic profit, but that is not their purpose. Helping socially vulnerable segments of the population and transferring donations often turn out to be hushed up actions, since the media cannot publish information about such actions for free (according to the law on hidden advertising), and according to the law, money spent is not always exempt from taxes.

As for stakeholder groups and the impact of CSR technologies on them, we can classify this data in terms of business benefits:

Staff

A CSR program can be aimed at recruiting and retaining staff, particularly in a competitive market for university graduates. Potential employees often ask about a firm's CSR policies during interviews, and having a comprehensive policy can provide benefits. In addition, CSR can help improve the perception of a company among its staff, particularly when staff may be involved through payroll, fundraising activities or social work in the local community.

Management of risks

Risk management is central to many corporate strategies. Reputations that take decades to build can be destroyed in a matter of hours by incidents such as corruption scandals or environmental disasters. These events may also attract unwanted attention from courts, governments and the media. Creating a corporate culture of “good behavior” can minimize these risks.

Product brand differentiation

In crowded markets, companies strive to create a unique selling proposition that differentiates them from competitors in the minds of consumers. CSR can play a role in creating consumer loyalty based on distinctive ethical values. Several major brands, such as the Co-operative Group, the Body Shop and American Apparel, are built on ethical values. Business service organizations can also benefit from building a reputation for integrity and best practice.

License to work

Corporations strive to avoid interference in their activities through taxation and regulations (GOSTs, SNiPs, etc.). By taking consistent voluntary action, they can reassure governments and the wider public that they take issues such as health and safety, wildlife diversity and the environment in general seriously, and thus avoid interfering with the company's internal affairs. This factor also applies to firms seeking to justify glamorous profits and high board salaries. Companies operating overseas can feel welcomed by being good corporate citizens regarding labor standards and environmental impact.

CSR experience in Russian and foreign business.

(Background)
On January 31st, 1999, United Nations Secretary-General Kofi Annan addressed the World Economic Forum in Davos, Switzerland, in an attempt to put a human face on the process of globalization. In his address, he called on world business leaders to unite and sign an Agreement with society based on universal human and environmental principles. “Let us combine the energy of markets with the power of universal ideals. Let us reconcile the creative forces of private enterprise with the needs of the disadvantaged and the demands of future generations” (Annan, January 31, 1998, 5). “What we need is an Agreement on a global scale that will strengthen the new world economy. I ask that business leaders come together, support and subscribe to a set of core values ​​in the areas of human rights, labor standards and environmental standards” (Annan, January 31, 1999, 4). This appeal was within the framework of the policy that he began shortly after taking office. He supported changes in the United Nations approach, recognizing the need to build partnerships with governments, businesses and non-governmental organizations to reduce poverty and ensure sustainable human development.
The UN reconsidered its relationship with business, which was due to the emergence of certain social, political and economic trends. This was consistent with developments in the 1990s, when the world began to experience significant changes in patterns of trade, development and use of natural resources. Much of this change has been driven by the evolving forces of globalization, making the world increasingly interconnected and interdependent as communication technologies have shortened distances and enabled the spread of knowledge-intensive capital. There has been a significant increase in international trade and foreign direct investment to liberalize markets. As a result, globalization has brought unprecedented opportunities to existing and developing economies. Kofi Annan, however, warned about the fragility of globalization. While only a few economies are developing sustainably, others continue to remain marginal, leading to an unequal distribution of wealth. Meanwhile, the ability of states to fulfill their traditional role in addressing social issues such as human rights and environmental protection has diminished in sound ways. Finally, natural resources continue to be depleted to non-renewable levels.
The Annan Initiative aims to unite firms and business organizations, non-governmental organizations, the UN and other international organizations. The challenge of this so-called “tripartism”, which leads to continued discussion between governments, companies and civil society (which includes the UN as a non-governmental organization), is to find ways to make a free and open market system sustainable and social. World Agreement established a list of nine general standards of responsible corporate behavior.
On July 26th, 2000, the UN organized a conference on these nine global norms, which was attended by many of the largest multinational companies. The surprise was the participation of a large number of companies from Europe involved in the process industry sector, such as the Royal Dutch/Shell Group. Many of these companies have agreed to support the Global Agreement - which currently has more than 1,300 corporate signatories. They underpin their corporate social responsibility (CSR) activities through their active involvement in global social investment, community engagement, social and environmental adaptation and recognition of social capital.
UN policy has stimulated further growth of interest in such approaches in Europe. Since 2000, the UK has appointed a Minister responsible for promoting CSR initiatives; six European governments have required pension funds to consider social practices when making investment decisions.
In 2001, the European Commission published a so-called advisory green paper entitled “Supporting a European Corporate Social Responsibility Framework”. The purpose of this document is to initiate a wider debate on how the European Union could support and promote the development of the concept of corporate social responsibility at European and international level. This new structure must be based on European values ​​such as democratic participation and social cohesion based on an open market economy. Values, as they say, must be translated into action. According to Vogel (2005, 8) it is true that some European companies have taken some action. “ In many areas, European companies are now more engaged in CSR than their American competitors. European firms were more willing than American firms to sign up to the UN global agreement.” However, in order to force companies to fulfill their CSR obligations, relevant documents were urgently required. Publishing codes of conduct in annual reports is not the same as actually implementing CSR in a company's specific practices.

2.1 Royal Dutch/Shell Group (Dutch experience)
Royal Dutch/Shell Group was among the first to subscribe to the principles of the Worldwide Agreement. Approximately 25 years ago the company adopted Shell's General Business Principles. These principles were based on three fundamental values: honesty, integrity and respect for people and were intended to strengthen all aspects of corporate behavior. These principles were not questioned until the Brent Spar conflict in 1995. Since then, harsh criticism of their ineffectiveness has forced Shell to develop a list of social responsibilities, an integrated view of the company's role in its impact on society and an understanding of the role the company plays in society beyond the benefit provided only to financial investors.
Shell's previous chief executive Moody-Stuart (1998-2001) explained in the 1999 annual report why the company had adopted the concept of CSR: “my colleagues and I on the committee of managing directors are fully committed to a business strategy that produces profits while contributing to well-being of the planet and its inhabitants.” This call must lead to a sustainable balance between people (social well-being), the planet (ecological quality) and profit (economic prosperity). “New for 2005 is the release of our golden rules, which emphasize compliance with the law and company procedures, respect for our neighbors and requiring intervention in dangerous situations. Three simple, easy-to-remember rules that are designed to improve understanding and increase personal responsibility” (Shell Annual Report 2005).
The international debate on CSR and the role that Shell began to play within this debate inspired the Dutch government to turn to its main advisory body on national affairs.
etc.................

The concept of corporate social responsibility came into use among the global business community in the 50s and 60s of the last century, when this concept began to be introduced at enterprises in the USA and Canada. At that time, it was perceived solely as caring for the staff of one’s own company and providing assistance to local authorities. In the 70s, due to growing concerns about the state of the environment, the concept of corporate social responsibility began to include concern for the environmental situation in one's country.

Today, Western management theorists, speaking about corporate social responsibility, propose the 3P concept. This concept assumes that business leaders will pay equal attention to working for profit (profit), caring for staff, clients and partners (people) and activities aimed at protecting the environment (planet).

“Corporate social responsibility of companies is aimed at protecting the interests of various members of society,” says Tatyana Dolyakova, CEO of the recruiting agency Penny Lane Personnel. - The larger the company’s business, the more impact it has on the life of the environment, including employees, clients, partners, economic space, ecology, educational and cultural processes. Corporate social responsibility involves the fulfillment of a number of obligations - both economic and social. This includes timely payment of taxes, provision of new jobs, providing employees with comfortable working conditions: from a free subscription to a fitness club to the provision of housing for the oldest employees of the company or young families. But perhaps the most common interpretation of CSR is the charitable activities of an organization.”

Many domestic and foreign companies create their own charitable foundations. “Today in society the approach to charity is gradually changing from simple financing of public and charitable organizations that independently distribute funds between various projects, to the partner participation of all parties - business, society and government,” says the director of communications, charitable and sponsorship projects of JTI in Russia Anatoly Vereshchagin. - The result of the active interaction of all participants is the emergence of long-term social programs that are equally interesting for society and solve specific social problems. This model is now called “social partnership.”

US historical experience

In the United States, people began to think about corporate social responsibility back in the late 19th and early 20th centuries. Many American politicians and businessmen have expressed the belief that businesses have a responsibility to promote the public welfare in every possible way. For example, steel industrialist Andrew Carnegie sponsored the construction of more than 2,000 public libraries. And John Rockefeller created the Rockefeller Foundation.

However, in the 1930s, the Great Depression broke out in the United States, and company leaders stopped thinking about any kind of corporate social responsibility. People reacted to this with understanding, since they themselves expected only profits and jobs from business.

Around the mid-50s, cooperation between business and government was strengthened in the United States, and an economic development committee was created. It included the most prominent representatives of the business world with the purpose of advising the government on economic issues. The importance of this committee grew as the degree of participation of the business community in solving problems of state and social policy increased.

Currently, all leading American companies are building their long-term development strategies based on the principles of corporate social responsibility. For example, the fast food restaurant chain McDonald's switched to packaging materials made from recycled unbleached paper and thereby reduced the volume of its solid waste by 30%.

Starbucks coffee chain sells only fair coffee. This means that the products sold were manufactured without the use of child labor and in compliance with all social and sanitary standards.

One of the best examples of a long-term charitable program is Avon Corporation's "United Against Breast Cancer" campaign. This program is being implemented in several countries around the world. A portion of the proceeds from the sale of Avon cosmetics and perfumes is donated to a foundation that funds medical research into breast cancer, as well as the diagnosis and treatment of women suffering from this disease.

The managers of many Western companies have realized that it is becoming more and more difficult to surprise consumers with the price, quality and functionality of a product. And to stand out from your competitors, too. The main trump cards of a business are the emotional involvement of customers and the common values ​​of the manufacturer and buyer. And the concept of corporate social responsibility is exactly what will help to effectively use these trump cards.

On Russian soil

Large domestic companies are gradually moving to international standards of corporate governance, including introducing the concept of social responsibility. Unfortunately, Russia often adopts Western theories without being economically prepared for them. According to experts, only those companies that need access to the global market are most active in implementing CSR.

However, one cannot but rejoice at the fact that social responsibility of business is no longer an empty phrase for Russian entrepreneurs.

“Given the youth of domestic business, Russian companies are quite actively implementing CSR in their activities,” says Tatyana Dolyakova, general director of the recruiting agency Penny Lane Personnel. - The forms of CSR implementation among our business community are very diverse. These include voluntary medical insurance, compensation for food expenses for employees, provision of free hot meals, payment for fitness clubs, kindergartens, free tickets to theaters and cinemas, support and establishment of their own charitable foundations. It is obvious that the social well-being of employees is an additional incentive for the development of the company and the successful implementation of the commercial strategy. Abroad, companies, especially manufacturing ones, respect the rules of environmental protection. So any Russian company entering the international market needs to comply. For example, LUKOIL announced the introduction of international environmental certification standards ISO and OHSAS, and soon after that it acquired the Getty Petrolium company in the USA and its network of gas stations. Wimm Bill Dann received an international certificate of conformity from the British Retailer Consortium, after which it began to actively promote its brand abroad. On the websites of many domestic companies and branches of Western organizations, such as RENOVA-StroyGroup, HSBC Group, separate pages are dedicated to corporate social responsibility.”

“The main step, in my opinion, is that the introduction of CSR elements in organizations is becoming fashionable, it has become a kind of rule of good manners,” notes Olga Kozlova, HR Director at Informzashita. “It’s nice that compliance with the Labor Code in Russia will no longer surprise anyone, and business is acquiring more and more human features.”

If we talk about branches of foreign companies in Russia, then Anatoly Vereshchagin, Director of Communications, Charitable and Sponsorship Projects of JTI in Russia, spoke about how the concept of corporate social responsibility works: “At the global level, JTI identifies three main areas of social partnership. But in Russia we fundamentally concentrated on two. The first direction is supporting the older generation and increasing the literacy level of the adult population. In this direction, we help pensioners and participants of the Great Patriotic War.

Over the past few years, together with public foundations and local authorities, we have been conducting specialized programs to help older people - “Silver Spring” and “Autumn of Hope”. These are large-scale projects that are carried out simultaneously in three Russian regions - Moscow, St. Petersburg and Lipetsk region - and cover more than 10 thousand veterans and pensioners. We used the accumulated experience to launch a new big initiative - the JTI Social Partnership Program. The program is aimed at helping veterans of the Great Patriotic War and is distinguished by its extensive geography. Moreover, in both cases, our help is not limited only to material support. One of the most important tasks of all programs is, through holiday concerts, to create conditions for the active participation of older people in social life and help them feel like full-fledged members of society.

Corporate social responsibility is a specific concept according to which state and non-state structures take into account the interests of society. Moreover, they assign all obligations for their activities to themselves. This applies to shareholders, suppliers, employees, local communities as well as stakeholders.

The essence of corporate social responsibility

Such a guarantee usually goes beyond the norms fixed by law and involves the voluntary adoption of additional measures aimed at improving the quality of life. This affects the interests of both workers and their families, as well as entire social groups.

Corporate social responsibility is possible only with the stable development of companies' production, which means contributing to the establishment of social peace, the well-being of residents, the preservation of the environment, and personal safety. Moreover, its implementation occurs with non-interference of the state in operational activities. After all, excessive regulation deprives the spirit of voluntariness, independence and any social activity.

Among the main ways of development and regulation, there is a fruitful dialogue between the state, public organizations and major business structures. Perhaps this is why appropriate policies can only be developed as a result of social contact. In addition, employers play a key role here as facilitators of the “big conversation.”

Historical aspects of the development of the concept

Understanding the importance of balanced development of the country is carried out through not only economic regulation, but also public control. Thinkers of the first half of the 20th century came to this conclusion, in particular J. M. Clark, a famous American specialist in macroeconomics. After all, the imperfection of the market and government makes society an integral element of the economic order.

The need to enhance the role of public sector components such as collective consciousness and voluntary cooperation was believed to be an integral part of all economic theory.

According to the above-mentioned scientist, the goal of management activities is the balance of society. In addition, there should be a symbiosis of government control and private business. Simply put, a balance is ensured between selfish and national interests.

If we consider the concept of “corporate social responsibility” in a broad sense, that is, taking into account the impact of office work on society, then different organizations operate with it differently. Despite this, in matters of its origin, everything comes down to one thing: the formation dates back 20 years ago.

However, at the beginning of its formation, this definition meant only the nature of relationships with employees, timely payment of wages, as well as an adequate level of taxation. In other words, circumstances characterizing the external side of the socio-economic activities of specific companies.

In the early 70s, there was a need to understand one's responsibility to society. Western European structures have developed common guidelines in the relationship between employees and employers. It was from that time that all areas of corporate social responsibility began to be studied in detail.

Note! Corporate social responsibility is carried out only on a voluntary basis. This is a kind of integration of the social and economic components of business with all people, as well as other companies.

Multi-level system

The corporate social responsibility system consists of three main levels, each of which has its own nuances. If one of them “falls out,” the meaning of all this activity is completely lost.

1. The first level is formed through society's ideas about morality. In other words, the normative basis is moral obligations to the target audience. Basically, they relate to the present or future activities of a particular company.
2. The second level implies social responsibility with specific norms. Since this element of the system acts as an object of external control, it requires maximum openness and transparency of actions.
3. The third level is focused on the creation of social values ​​during the interaction of stakeholders. Here the ethical component is the core - from setting goals to evaluating results.

Main models

Corporate social responsibility models use specific areas that are strictly regulated. The most popular areas are social, educational and environmental.

Social projects

Today, local communities are actively supported, where attention is paid to the local specifics of social problems. For this activity to be noticeable and sustainable, there must be active cooperation in various areas on the part of the state, business communities, as well as the non-profit sector. In other words, all efforts should be combined as much as possible.

The most striking examples are programs to support gratuitous donations, create comfortable recreational conditions, long-term social investment, as well as professional support for specialists.

Educational projects

Supporting various educational programs - from teaching basic manipulations to complex research - is one of the priority areas of corporate social responsibility in Russia.

After all, as you know, education is focused on the development of both individuals and society as a whole, so it should be given appropriate attention. This is all due to the fact that the speed of information exchange is of particular importance, which is why it helps solve global problems facing companies.

Supporting educational programs in all their diversity is simply necessary, because the professional knowledge of employees and the desire to expand their personal knowledge base are very valuable. Here resources are invested not only in our own specialists, but also cross-industry information exchange is supported.

Such examples of corporate social responsibility can be observed in the development of youth entrepreneurship based on student projects. This type of activity is in widespread demand today, since most young professionals, even those who have not graduated from universities, have unique ideas. It is their implementation that becomes possible thanks to corporate support.

This prepares them for future professional cooperation in various fields, both domestic and international.

Environmental projects

Of course, the development of corporate social responsibility affects the environment. Everywhere there is a minimization of negative impacts, as well as a search for ways to maintain balance in nature.

It is worth noting that already in 153 countries there is adherence to environmental principles, as well as active participation in discussion clubs of the same name. This also demonstrates a responsible attitude towards the health of company employees, so the safety and comfort of working conditions come to the fore. It is important to breathe fresh air, drink clean water and come into contact with environmentally friendly materials.

First of all, such projects take into account the rational use of natural resources, optimal waste disposal, as well as the development of environmental behavior in society.

Principles and strategies of corporate social responsibility

During personnel management procedures, companies attract qualified labor, which argues for an increase in productivity. For example, by installing treatment facilities, you can have a positive environmental impact, which also allows you to save on material costs.

Working with local communities increases the level of trust and improves the social environment. Using the services of local suppliers allows you to develop regional markets. In other words, there is a clear cause-and-effect relationship.

Everything described above suggests that any concept must be guided by certain principles and management strategies. After all, they are the ones who are aimed at realizing the potential of any organization.

If we take into account that the principles of corporate social responsibility are the fundamentals that reflect its essence, then their non-compliance radically changes the meaning of this concept.

Corporate responsibility and its basic principles

1. Transparency is manifested in clear and understandable management of social procedures. Any information other than confidential data must be publicly available. Concealing facts or falsifying them is unacceptable here.
2. Consistency is reflected in the presence of fundamental directions for the implementation of specific programs. The Directorate takes full responsibility for current and subsequent activities. In addition, it must be integrated into all business processes, despite different levels.
3. Relevance indicates the timeliness and relevance of the proposed programs. They must reach a significant number of people and be as visible as possible to society. In addition, the funds spent must help solve the assigned tasks after an objective and regular assessment of them.
4. Eliminating conflict situations, as well as distancing from specific religious or political movements, contributes to the effective solution of socially significant problems. This creates a situation of full choice, as well as following your preferences.

Conceptual features

The concepts of corporate social responsibility are manifested by the presence of certain needs aimed at ensuring their resource base. The socio-economic component is taken as a basis, both at the moment and in the future.

They allow non-financial aspects to be linked to specific business strategies. There is not always a clear logic behind this, and the tasks set may not lead to the expected results. However, it is the implementation of such concepts that is most relevant for most of the world's business communities.

Key Conceptual Components

• Corporate ethics.
• Public policy.
• Environmental education.
• Corporate activities.
• Respect for human rights in relation to all subjects of socio-economic relations.

Implementation tools

Corporate social responsibility of business involves many forms of implementation. One of them is charity, or sponsorship. This type of targeted allocation of funds is focused on the implementation of social programs that include monetary or in-kind variations of support.

In addition to this, voluntary delegation of employees makes it possible to provide recipients with knowledge, skills, and contacts that are subsequently necessary for cooperation.

Targeted financial assistance in the form of cash grants in the field of education or applied research is the most accessible and traditional tool for implementing social contacts. As a rule, they are associated with the company's main activity or its strategic business objectives.

The provision of a resource base by a corporation for the creation of structures or objects of a public nature is often used for self-promotion purposes. Such corporate sponsorship is considered a fundamental factor in resolving issues of demand for specific areas. Usually, entire funds are created for this purpose, focused on the implementation of social activities.

Joint partnership programs that are aimed at reducing social tension and improving living standards are made possible through social investment. This financial assistance implements long-term projects that provide a systematic approach to solving public problems.

If we are talking about sending a percentage of sales of a certain product, then such socially significant marketing is the most important form of targeted assistance for highly specialized areas.

Sponsorship provided by a legal entity or individual on the terms of advertising distribution is also considered an important tool.

Conclusion

The corporate social responsibility of a company, or more precisely, its practical implementation, is due to the absence of clear boundaries between the social sphere of life and the state. The economic crises of different years are clear proof of this. No matter how serious the intentions in the field of social responsibility, these are primarily advertising tools, and not targeted care for people.

From the scandalous corporation " Enron” and tobacco companies, to Apple and Tesla, adored by progressive humanity - almost all large Western companies, in addition to financial reports, every year publish voluminous documents telling about the benefits brought to society. They may be called variously: “Environmental Responsibility Report”, “Supplier Responsibility Report” (which tells how the company ensures that its partners in Asia do not exploit workers) or “Corporate Responsibility Annual Report”, but they combine them one common desire is to tell clients, investors, tax officials and politicians about your nobility and ethics. Why do they do this, and does corporate social responsibility (CSR) really help run a business?

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What it is

According to CSR proponents, corporate social responsibility is not charity, it is not a burden, and it is not a wasteful expense. To some extent, it can be compared with the geopolitical concept of “soft power”, when a state seeking to spread its influence spends part of the money not on aircraft carriers and bombs, but on medicine and food for those in need, training programs, support for friendly regimes, etc. d. However, there are also important differences, because the main tasks of any corporation are not increasing influence, but maximizing the income of investors (if it operates honestly) or maximizing the income of top management (if the corporation is corrupt).

It is believed that corporate social responsibility, when done correctly and integrated organically into what a corporation does, will in return provide new opportunities, innovation and competitive advantage. Obvious examples of such an advantage are the emergence of hybrid cars and electric vehicles, when a new product not only managed to change the market, the rules of the game, and benefit society, but also made the company a leader in the production of this product (hybrid cars - Toyota, electric cars - Tesla). Of course, in addition to the noble intention to reduce the amount of harmful emissions into the atmosphere, these companies wisely took advantage of the sentiments of people who are ready to value a product not only for its convenience and comparative cost, but also for its usefulness. Without such a fulcrum, any social responsibility program will degenerate into ordinary PR or charity.

Other form

Corporate social responsibility can take other forms, such as increasing profits by helping the community. Let's say, through solving issues of infrastructure and healthcare in backward countries. As an interesting case, we can take the Ebola epidemic, due to which the cost of cocoa increased by 10-15% in a few months. This is despite the fact that the epidemic did not occur in Côte d’Ivoire or Ghana, which produce 60% of all cocoa beans in the world, but in their neighboring countries. In 2014, chocolate prices rose due to fears that the epidemic would reach Cote d'Ivoire or Ghana. At the same time, Nestle, Mars, Hershey and other large chocolate manufacturers allocated money to fight the disease. However, diseases more familiar to our ears, such as malaria or AIDS, can also affect the quality and efficiency of work. So by helping solve some of the most glaring healthcare issues, companies can hedge against business disruptions and improve their efficiency.

Another interesting example from Nestle is the company's entry into the Indian market. Nestle needed a constant supply of quality milk, but in India it had to buy it from a large number of small farmers. The region in which the corporation located the dairy suffered from drought, high calf mortality, and farmers did not have enough refrigerators. To solve these problems, the company built a milk collection point in every city in the region with visiting teams that included quality experts, agronomists and veterinarians. The company taught farmers how to work correctly at all stages, from creating irrigation systems and growing hay. As a result of these measures, calf mortality in the region decreased by 75%, and milk production increased 50 times. Nestle received an uninterrupted supply of quality raw materials, and one of the poorest regions of India was able to significantly improve the quality of life.

But what about bloodthirsty capital?

While the ultimate goal of a company's good deeds is to generate profits, and not exclusively long-term ones (the average holding period for a stock in the United States is seven months, an all-time low in stock market history), corporate social responsibility is not a sham or a sham. After all, in addition to the pursuit of profit, the company’s operating methods are greatly influenced by established views in society, corporate culture and management’s ability to understand and solve complex problems.

Indeed, in the 19th century. capital without a shadow of a doubt destroyed peoples (Belgian Congo), used slaves (USA) and indifferently watched the destruction of the social order caused by its activities, poverty and mass starvation (India). However, a careful reading of the works of capitalism's most famous critic, Karl Marx, will tell us more about the state of society at that time than the ideologist of communism wanted to tell us. Without going into detail, it is enough to note that Marx himself, while criticizing the terrible crimes of the British in India, considered the resulting destruction of backward rural communities to be a blessing and a historical opportunity. They say that such a support of eastern despotism and a hotbed of superstition, which bound a person with the chains of traditional rules, had to be gotten rid of in any case.

It is obvious that even in our time of crisis for the liberal world order, such views would hardly evoke sympathy. That is why it will not be a mistake to say that the level of “bloodthirstiness” of capital in the pursuit of profit is often determined by the general level of “bloodthirstiness” of society. After all, if crimes can be justified by the idea of ​​a bright future, then why can’t they be justified by a 300% profit?

Corporations versus the State

However, sometimes the matter is not limited to the desire to meet society’s expectations or increase work efficiency. The income of the largest international corporations amounts to tens of billions of dollars and exceeds the budgets of many countries. By demonstrating their ability to solve social issues, companies seem to compete with states for the title of affective manager. Naturally, tax deductions are also attached to this title. Either society will believe that it is better to leave money to companies that prove their usefulness in every possible way by solving public issues and creating jobs, or the issue of offshore companies and tax evasion will be raised head on. The same is true with government regulation. If the corporate social responsibility of an oil-producing or even a tobacco company is at a good level, then it will be easier for it to lobby for the easing of certain rules and restrictions that reduce profitability.

And it is not just words. After all, Trump’s victory, Brexit, and the strengthening of the positions of right-wing parties in Europe are directly related to the acute confrontation between nation states and multinational corporations and technocratic elites. And corporate social responsibility in this political struggle is one of the most important tools.

Where to begin

Experts believe that corporate social responsibility begins with three points.

1. It is necessary to find points of intersection between the company and society, answering the questions of how business affects society and how society affects business. The specific questions may vary, such as how does production affect the environment? Are the working conditions safe? Are employees paid adequately? How does society influence a company's competitiveness? Is the company able to supply the required number of qualified employees? How does it relate to investors?
2. You need to choose social issues that the company can solve. Naturally, taking into account points of intersection and mutual interest.
3. You need to choose a couple of problems whose solutions will have the most tangible effect on the company and society, and focus on them.

Based on the above, the sensational snow removal in New York and Boston, paid for by Pornhub, is an ordinary advertisement, and in no way an example showing what corporate social responsibility is, since there is no connection between the snowstorm and the work of the porn site.

Or examples from the life of domestic retail. Cleaning up trash in the park by employees is PR, but programs to employ people with disabilities or recycle plastic bags are corporate social responsibility.

Underwater rocks

However, despite the existence of a clear description of what corporate social responsibility is and what it comes with, discrepancies remain. Indeed, in addition to companies that are quite clearly aware that the purpose of their existence is to make money, there are also politicians, activists and journalists. Everyone has their own idea of ​​the social consequences of the work of a particular company and how this can be corrected or atone for. However, as soon as business begins to oppose society, corporate social responsibility is deprived of its very essence, the main task of which is the search for common interests, opportunities for cooperation and the rejection of a “zero-sum” game. At the same time, in the face of confrontation, corporate social responsibility degenerates into charity, attempts to pay off and gain publicity.

This is on the one hand. On the other hand, we owe the very appearance of this term precisely to activists, journalists and politicians who were able to prove that society does not care under what conditions workers hired by a Western company in Bangladesh work. That society is not indifferent to the fate of those who regularly eat fast food or are addicted to sugar-containing drinks. That society is concerned about oil spills in the Gulf of Mexico and the North Sea, etc.

Faced with the onslaught of activism, companies realized that it was better to take the initiative into their own hands, but not everyone managed to go beyond media campaigns and glossy reports about “good deeds.” What you will find in such reports is not a description of the company's strategy for solving common problems for business and society, but rather a collection of unrelated stories about what the company has done well. In this case, the emphasis is not on results, but on hours of work or amounts spent, in addition, statistics on the company as a whole are almost always missed. For example, a company could well reduce harmful emissions at one of its enterprises by increasing them at another. In addition, in these reports, written in the best traditions of election booklets, it is almost never possible to find specific verifiable goals that the company sets for itself.

Moral dilemmas

When a company operates in one country, it is much easier for its managers and employees to understand how society is reacting to the enterprise due to their expansion in another. In addition, in these reports, written in the best traditions of election booklets, it is almost never possible to find specific verifiable goals that the company sets for itself.

When a company operates in one country, it is much easier for its managers and employees to understand what kind of reaction from society will cause certain consequences of their activities, to comply with unwritten rules and to preserve moral values. However, at the multinational level, finding universal values ​​becomes much more difficult, which immediately brings us back to the issue of hypocrisy. The most striking examples can be found in American companies that depend on the market in China or are very eager to enter it. On the one hand, Apple CEO Tim Cook can afford to criticize the legally elected government of the States (during the confrontation over gay marriage), gaining points in the eyes of the target audience, on the other hand, his company is ready to remove news applications from the Chinese AppStore at the first request of the authorities and without finding out the reasons for this decision (NewYorkTimes scandal).

Another example is the company Facebook, whose leader, during and after the election campaign in the United States, repeatedly spoke about the need to build an informed society and the importance of strong media. Around the same time, NewYorkTimes unearthed information that Facebook was developing software that would allow the company to comply with Chinese censorship requirements and return to the market (Facebook is currently blocked in China).

A question of survival

As society develops, the attitude towards the social consequences of a particular business changes. Because of this, companies that fail to adapt to new social expectations in time suffer losses or a drop in profits. Examples of this are the attitude towards the tobacco industry, which for quite a long time could fool the public and dispute the negative effect of its activities, and the fate of asbestos and chlorofluorocarbon producers, some of which, after an unsuccessful struggle with public opinion, faced a ban on their products and went bankrupt. A similar fate may await car manufacturers who fail to adapt in time to new requirements dictated by more socially responsible competitors. And the same Facebook, which is trying its best to look attractive to the younger generation, having received the reputation of a censor along with access to the Chinese market in addition to the image of a site for communication between parents, may lose to more socially responsible competitors.

Corporate social responsibility and its future

Business and society depend on each other. On the one hand, this is an obvious fact, on the other hand, it is often forgotten. In our country, in the heat of political discussions, one can often come across the opinion that the damage caused to the enterprise of some bad oligarch supposedly ends with this oligarch and does not affect the budget (they say, he doesn’t pay taxes anyway!), the general state of the economy and income of ordinary people. And when an activist, through his actions, undermines the very ability of a business to operate effectively, then he wins the battle, while society loses the war.

Representatives of big business also forget about this, not understanding that successful corporations need a healthy society. After all, their purchasing power depends on the level of income of people, and the ease of finding qualified employees and the efficiency of their work depends on the level of education, health care and equality. The quality of government decisions, the situation with the protection of property rights and the rule of law are also of great importance for business.

And as society develops, business and activists will find new ways of mutually beneficial cooperation, when confrontation is beneficial and does not turn into a war of all against all. The history of developed countries shows that today business is much more active in cooperation with society than in the 90s. So some companies are taking the initiative to turn their corporate social responsibility into a source of competitive advantage, thereby reducing the likelihood that their business model will one day be regulated.

Our way

Domestic companies are inheriting CSR ideas by investing in the environment, improving working conditions and cultural initiatives. In the West, every large company has its own CSR projects. Supermarkets, for example, donate damaged food to the homeless and poor. Some cafes provide free food in the morning to those who cannot afford breakfast. And helping the environment has become a trend. For example, technology company Dell uses packaging made from plastic collected from ocean trash. Also, Dell computers themselves are made from 25% recycled materials - plastic and carbon fiber. And this is not to mention the bags and bottles that decompose and do not lie for centuries, the economical use of water and the ethical treatment of animals.

Of course, corporate social responsibility was brought to us by companies with Western capital, and at first domestic entrepreneurs considered it a waste of money. If you can keep more profits for yourself, then why invest in CSR? Moreover, our consumers pay little attention to the ethics of business. In the West, many clients will prefer an environmentally friendly, albeit more expensive package. They will be happy to buy something from those who are prominent in social activity. And they will even refuse the services of companies that violate labor rights or damage the environment. The domestic consumer is poor. He will take the cheapest product. Select the most affordable service. But a younger and wealthier generation has appeared in big cities, which is making a different, conscious choice.

And also

Last year, the e-commerce center Allbiz conducted a survey among small and medium-sized businesses. It turned out that 90% of respondents are sure that CSR is a very positive thing, but in practice only one second of respondents implements it. Of these, 42% believe that corporate social responsibility is, first of all, social protection of personnel, medical insurance and employee development. Another 14% talk about cooperation with public organizations, and 13% talk about charity.

Survey participants name different motivations: reputation among clients, respect from Western partners, attracting new employees who choose the most responsible companies. Of course, potential job seekers are interested in those employers who respect labor rights, create kindergartens and schools, and provide a social package.

Our popular area of ​​CSR is waste collection and recycling. We are talking about used batteries and the installation of special containers for separate assembly.

In addition, our companies are actively developing the sports movement. One of the most notable examples is half marathons. We also hold Diabetes Days. Thus, together with Johnson & Johnson, more than 68 thousand people were tested for sugar levels.

Business also fights discrimination by supporting human rights initiatives. Thus, one well-known chain bank has equipped all its branches for people with special needs and for mothers with strollers. Inclusiveness allows you to include into public life those who are usually invisible - people with disabilities, the elderly, etc.

From programmers to society

Corporate social responsibility has an undisputed leader in its movement. Thus, IT companies show the greatest activity in social activities. High profits and the participation of Western partners help them invest in CSR.

For example, Microsoft is involved in the safety of children on the Internet, and also funds educational initiatives and collaborates with non-profit organizations. Schoolchildren in grades 5-11 are given lectures on how to behave on the Internet. For people from regions poorly covered by the Internet, the “Bibliomost” project was created. In partnership with Microsoft, libraries provide 3.2 million people with free access to the Internet, which means they can get information and learn. In addition, the company gives about $9 million worth of software to libraries.

Another Microsoft project in our country allows you to work with large amounts of information. He establishes connections between developers, public organizations and government agencies. Thanks to this, it is possible to digitize economic data, information about government services and infrastructure projects. This is useful for both citizens and potential entrepreneurs who want to use the data for their projects.

In addition, as part of the Open World Information Technology initiative, Microsoft has opened 35 training centers throughout the country. There people acquire the basics of computer literacy and learn to program.

conclusions

In general, over the past decades we have had many CSR projects. More and more companies are incorporating corporate responsibility into their budgets and supporting employee initiatives.

Despite this, we are still far from reaching the Western scale of CSR. What is the reason for the lag? First of all, CSR is the prerogative of big business. Small companies can't spend that much money. Secondly, after the outright theft of the country’s resources, people do not yet have trust in business. This trend is gradually changing: new business projects are appearing, the younger generation is growing up. Thirdly, many things that entrepreneurs consider their social responsibility are familiar to us. For example, a kindergarten for the children of employees in the West is a huge plus. Here people are accustomed to the fact that state-owned companies should already have kindergartens. In America, an enterprise pays for health insurance, but in our country medicine is free of charge. In the same way, the population is accustomed to the fact that there should be schools and parks near their homes - they do not consider this an additional benefit.

Another problem is that many entrepreneurs have a very strange understanding of CSR. For example, they seriously believe that a white salary and payment of all taxes is “corporate social responsibility.”

The almost complete indifference of the state also hinders. It does not seek to reduce taxes for those who have demonstrated themselves in charity and social activities. Local authorities often ignore such projects.

In some countries, corporate social responsibility receives not only support, but also control from the authorities, turning into a mandatory activity. For example, in France they are even trying to enshrine CSR in legislation. For now, this will only affect the 100 largest companies. They will be required to create annual plans to protect workers' rights, protect the environment and promote human rights. Those who violate this condition will pay a fine of up to 10 million euros. Damage to the environment will cost up to 30 million euros.

The essence and significance of corporate social responsibility

In the modern world, increased attention is paid to the issues of building a socially responsible business. At the same time, the demands and expectations of society in relation to its representatives, especially large corporations, are growing.

Today, corporate social responsibility (CSR) is generally understood as a multiple set of obligations to external and internal stakeholders that businesses are willing to voluntarily accept. Such obligations, as a rule, exceed the minimums established by law and are focused not only on meeting the requirements of society, but also on meeting its expectations.

The most common approaches to defining the essence of CSR are the following:

• CSR as a voluntary contribution of the business environment to improving the life of society;
• CSR as a business’s focus on sustainable development;
• CSR as a set of policies and activities related to the fundamental values ​​of a business and its key stakeholders, as well as taking into account the interests of people, communities and the environment.

One way or another, the basis of social responsibility of a business is always compliance with current legal norms. In addition, CSR involves producing quality products, protecting the environment, and caring for employees, their families, local communities and society as a whole. In accordance with this, the main levels of construction and organization of social responsibility of business are determined (Figure 1).

Note 1

The higher the level of responsibility, the more actively the company develops and promotes the CSR concept. In accordance with this, the voluntary component of its implementation is also increasing.

The essence of CSR is reflected in the totality of activities through which it is implemented. As you know, all stakeholders (parties interested in the company’s activities) are divided into external and internal. In accordance with this, CSR is also divided into two types (Figure 2).

External CSR is focused on the implementation of socially significant events and initiatives in relation to external stakeholders (society, government, suppliers, etc.). Internal CSR, on the contrary, aims to build socially responsible interactions with internal stakeholders. Let us consider the basic mechanisms of their implementation in more detail.

Internal corporate social responsibility activities

Note 2

Internal CSR is reflected in a set of activities aimed at internal stakeholders. These include business owners, management and other company employees.

The main activities of internal CSR are considered to be socially responsible practices in relation to personnel. First of all, we are talking about ensuring safe working conditions and a decent level of remuneration. This also includes the development of human resources and the provision of social packages for employees and their families (voluntary medical and social insurance, preferential vacation vouchers and children’s camps, places in kindergarten, etc.).

One of the rapidly gaining popularity types of internal CSR activities (especially in Europe) is team building.

Team building should be understood as a wide range of activities aimed at increasing the efficiency of interaction between members of the company’s workforce. Its basic task is team building, that is, the formation of a group of specialists involved in different areas of activity of one organization, united by one task, and also responsible for the results of work (both personal and collective).

The team building policy is based on the collective participation of the workforce in the life of the local community. Thus, team building, by developing the internal side of business social responsibility, allows one to expand the boundaries of external CSR.

External corporate social responsibility activities

External corporate social responsibility is implemented through a whole range of activities. The main ones are:

• sponsorship and charity;
• interaction with authorities and local communities;
• promoting environmental protection and conservation.

Let us consider the essence of the activities presented above in more detail.

Sponsorship is targeted financial support by a business for any socially significant events, promotions and other events. Most often, the objects of sponsorship are sports and cultural events and activities.

A characteristic feature of sponsorship is that businesses receive benefits in the form of the opportunity to demonstrate their own logos to the audience. Thus, sponsorship, as a type of CSR activities, is based on the mutual achievement of goals within the framework of one project. In essence, sponsorship is a bilateral transaction, which is based on contractual relations associated with the presence of certain conditions and mutual obligations of the parties.

Charity, unlike sponsorship, is free of charge. In a general sense, it should be understood as providing selfless help to those in need. The volume, composition and content of such assistance is determined by the benefactor based on his vision of needs and opportunities. Charity often takes non-monetary forms.

Note 3

CSR includes charity and sponsorship, but is by no means limited to them.

An important role within the framework of external CSR is given to the interaction of business with the authorities and local communities. Within this group, the implementation of joint public-private partnership programs is gaining particular popularity. Often, businesses (especially large corporations) contribute to the development of infrastructure in the region where they operate (builds and repairs roads, installs relay towers, improves urban areas, etc.).

An important area of ​​external CSR is the protection and protection of the environment. We are talking in particular about reducing energy consumption, responsible environmental management, implementing measures related to waste disposal and recycling, landscaping, etc.

Corporate volunteering plays a significant role in the implementation of external CSR activities.