Corporate social responsibility as a defensive tool in VUCA world: view from the marketing perspective
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Date
2021-11-10
Authors
Journal Title
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Volume Title
Publisher
ДВНЗ «Київський національний економічний університет імені Вадима Гетьмана»
Abstract
In the context of VUCA conditions, the paper offers a contribution to the sustainability of
innovative business development. By focusing on changing consumer needs, taking into account
stakeholder interests, and ensuring an efficient and effective supply chain of products and services,
marketing and innovation can be integrated. The integration of such strategies builds trust with
consumers and stakeholders, and contributes to socially responsible business practices. The paper
presents characteristics of VUGA environment, followed by suggestion merging socially responsible
strategies with the modern marketing concepts to address VUGA challenges and improve satisfaction
of consumers and variant stakeholders in a sustainable manner.
Description
Keywords
corporate social responsibility, sustainable development, marketing concept
Citation
Brin P. Corporate social responsibility as a defensive tool in VUCA world: view from the marketing perspective [Електронний ресурс] / Brin Pavlo, Nehme Mohamad // Стратегія бізнес-організації в умовах невизначеності : зб. матеріалів міжнар. наук.-практ. конф., м. Київ, 10 листоп. 2021 р. / М-во освіти і науки України, Київ. нац. екон. ун-т ім. В. Гетьмана ; [орг. ком.: М. Сагайдак (голова) та ін.]. – Електрон. текст. дані. – Київ : КНЕУ, 2021. – C. 69–72. – Назва з титул. екрану.