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Applied Aspect Of Corporate Social Responsibility Impact On Company Competitiveness -Unilever Example

Author

Listed:
  • Liana Chernobay

    (National University "Lviv Polytechnic", Department of Management and International Business)

  • Tetiana Yasinska

    (National University "Lviv Polytechnic", Department of Management and International Business)

  • Svyatoslav Malibroda

    (National University "Lviv Polytechnic")

Abstract

In the article the essence and importance of corporate social responsibility development at enterprises (on the example of the Dutch-British company, which is one of the world leaders in the market of foods and household chemicals) are considered. Article proves that the development of corporate social responsibility influences business success, contributes to improving the image of a company in the community and enhancing its efficiency and competitiveness in the market. This article describes the Unilever background; external conditions which made the Unilever Sustainable Living Plan (USLP) possible and reasonable; best company's efforts during USLP implementation addressing a few targets simultaneously; effectiveness of the USLP strategy from the standpoint of its main stakeholders; and finally an analysis of the three strategic choices and recommendations and conclusions

Suggested Citation

  • Liana Chernobay & Tetiana Yasinska & Svyatoslav Malibroda, 2020. "Applied Aspect Of Corporate Social Responsibility Impact On Company Competitiveness -Unilever Example," Entrepreneurship, Faculty of Economics, SOUTH-WEST UNIVERSITY "NEOFIT RILSKI", BLAGOEVGRAD, vol. 8(1), pages 32-44.
    • Handle: RePEc:neo:epjour:v:8:y:2020:i:1:p:32-44
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    References listed on IDEAS

    as
    1. Torres, Anna & Bijmolt, Tammo H.A. & Tribó, Josep A. & Verhoef, Peter, 2012. "Generating global brand equity through corporate social responsibility to key stakeholders," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 13-24.
    2. A. M. Spence, 1981. "The Learning Curve and Competition," Bell Journal of Economics, The RAND Corporation, vol. 12(1), pages 49-70, Spring.
    3. Tamir Rozental, 2019. "Philanthropy Of The Business Sector In Israel," Entrepreneurship, Faculty of Economics, SOUTH-WEST UNIVERSITY "NEOFIT RILSKI", BLAGOEVGRAD, vol. 7(2), pages 144-152.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    corporate social responsibility; stakeholders; development; competitiveness; strategy;
    All these keywords.

    JEL classification:

    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • L21 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Business Objectives of the Firm
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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