Corporate social responsibility is another area in which the EU has several
standards and paid a lot of attention. In Ukraine, at the legislative level, there is no such
concept and there is no incentive for businesses to implement the principles of CSR in
their activities. All activities in this area are solely the initiative of socially responsible
business and relevant marketing actions. Consequently, there is a need to develop and
implement the concept of social-oriented marketing both at the state level and at the
enterprises’ level in the context of the Association Agreement between Ukraine and
the EU.
Corporate social responsibility is primarily a systemic activity of the corporation,
which aims to reconcile its interests with the interests of partners and customers.
Accordingly, the company develops value benchmarks in the social, ecological and
economic aspects, defining the scope of their activities for their partners, customers
and staff. On this basis, key goals and indicators are developed: estimates of revenue
and profit, open activity reports, which involved competent experts to increase
confidence in this information. In this case, CSR should develop in close connection
with the main activities of the company, increase its income, promote the development
of competitive advantages [1, p. 126].
It should be noted separately that in the Ukrainian business environment, CSR has
its own specific features: the overwhelming focus on climate change in the company,
on human reproduction activities, alignment with international standards in the field of
quality and environmental protection (ISO-9001, ISO-14001). In order to stabilize the
company in the long run perspective, it must be secured financially, minimize the
negative impact on the environment [1, p. 127].
The world and Ukrainian experience convinces that even the most perfect legal
and regulatory framework is incapable of taking into account and foreseeing all the
nuances of the business entities’ activity. Therefore, those commitments that the
company takes over are indicators of its social responsibility. Thus, normative
standardization documents (standards, guidelines, technical specifications, state
classifications of socio-economic information) are recommended. With the consent of
a particular subject, requirements for his economic activity increase, which indicates
the level of his social responsibility. The similar mechanism is the international
regulatory documents, such as the UN Global Compact and international standards for
corporate social responsibility, which reproduces the principles and rules of business
ethics established during the nineteenth and twentieth centuries, which have gained
universal acceptance [4]. But the practice of CSR focuses on the needs of a wider range
of stakeholders (partners, consumers, shareholders, etc.), and therefore goes beyond
the principles of the UN Global Compact.
International standards of CSR eliminate different approaches to ethical
assessment of business practices in different countries, generalize multiyear experience
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