Human capital reporting as a source of reliable information for marketing communication process in a socially responsible company

Author(s):  
Wojciech Koziol
Information ◽  
2021 ◽  
Vol 12 (6) ◽  
pp. 220
Author(s):  
Ewa Stawicka ◽  
Joanna Paliszkiewicz

The main purpose of this article is to analyze the dissemination of social reports among entrepreneurs in order to determine the number of reporting organizations and examples in which Corporate Social Responsibility (CSR) areas enterprises report. We analyze the dissemination of social reports among entrepreneurs in Poland and determine the number of reporting organizations and examples in which CSR companies report. This work is a guide for entrepreneurs in Poland to build strategies and activities for transparency and communicating good practice. One of the research goals was to identify and evaluate communication activities with stakeholders in terms of responsible activities, social and environmental. The data analysis comes from a detailed literature review and the Responsible Business Forum (FOB) Reports database for 2008–2019 in Poland. The results of the survey show that many entrepreneurs in Poland, representing small, medium-sized (SME), and even large enterprises underestimate the importance of socially responsible activities. Entrepreneurs communicate with stakeholders to a limited extent and are not informed about good practices. The vast majority of the surveyed enterprises, especially large ones, prepare social reports, which result from obligation: requirements of Directive 2014/95/EU. The SME sector shows a lack of knowledge and uses individual marketing communication tools to a limited extent, limiting itself to advertising activities (very few companies prepare social reports). The article is a practical tip for enterprises showing the impact of business on changes towards sustainable development. Originality/value lies in the fact that the article presents selected research results on various aspects related to social reporting and communicating social and environmental activities to stakeholders.


Author(s):  
Marina Guzovski ◽  

Given the fact that we are in a time of uncertainty, when we cannot predict how a coronavirus-induced pandemic will affect community life, socially responsible behaviour as well as the impact of socially responsible marketing come to the fore in particular. The goal of socially responsible marketing is to educate and take actions that will positively affect the change of behaviour, and all participants from business entities to individuals must be aware of their responsible behaviour towards themselves and others in order to improve well-being and benefit the society we live in. The paper presents models of socially responsible marketing communication in the "new normal" as well as their impact on raising awareness of responsible behaviour and the adoption of new habits among consumers.


Author(s):  
Alla Zlenko ◽  
Оlena Isaikina

Relevance of the research topic. In the conditions of systemic restructuring of the economy of Ukraine in the direction of its adaptation to world standards, one of the integral components of the successful functioning of modern business is the development of a strategy of corporate social responsibility. Today, sustainable economic development is not determined by the factor of availability of raw materials or markets, but the opportunity for companies to join the market of highly skilled labor, scientific inventions and the latest technologies. The problems of employment, social instability, and deteriorating environment are becoming more acute and urgent in the world. All this necessitates the formation of an innovative model of development and principles of corporate social responsibility, which is becoming one of the most important areas of a market economy. Formulation of the problem. It is theoretically proven and confirmed by the practice of the world's leading companies that social responsibility can and should be considered as an important social resource of the organization, able to form concrete benefits, ensure sustainable development, adequately respond to social challenges (both internal and external), turning the latter into opportunities. It should be emphasized that social responsibility appears as an important social resource, regardless of the concept of social responsibility the company adheres to. Analysis of recent research and publications. Theoretical and methodological aspects of the formation and development of social responsibility of business are embedded in the studies of the following leading foreign scientists: A. Berle, G. Bowen, M. Velazquez, A. Carroll, F. Kotler, G. Minz, J. Rawls, K. Smith, M Friedman et al. Of particular interest in studying this problem are the works of modern domestic scientists: O. Danylenko, V. Yevtushenko, A. Kolota, N. Kyryliuk, M. Kuzhelev, V. Mamontova, O. Sheremeta and others. Selection of unexplored parts of the general problem. The issue of the effectiveness of the functioning of corporate social responsibility in Ukrainian business practice and the formation of the domestic model of CSR remains insufficiently studied in the domestic scientific environment. Problem statement, purpose of research. The key direction of the world community today is the development of human capital as the basis of the general welfare of the state. One of the conditions for the implementation of the concept of human development and human capital is the introduction and compliance with the basics of corporate social responsibility of business (CSR). The purpose of the work is a comprehensive analysis of the development of CSR in Ukraine. Research methodology. During the writing of the article the methods of analysis and synthesis, system approach, statistical analysis, generalization and structuring were used. Presentation of the main research material. The institution of socially responsible business is typical of most countries with economies based on market values, long-standing democratic traditions, and a developed civil society. In modern conditions in different countries, the participation of business in solving social problems is either strictly regulated under current commercial, tax, labor, environmental legislation or carried out independently under the influence of specially established incentives and benefits. In Ukraine, this process is in the initial stages of its development and takes place in a dominant position of the state, extremely weak development of civil society institutions and oligarchic business development. Field of application of results. The results of the study can be applied in the process of forming a strategy of corporate social responsibility of a modern enterprise. Conclusions in accordance with the article. Corporate social responsibility in the developed world has long been part of society. Today, domestic business leaders are joining the global movement for socially responsible business. In order for funds allocated for social initiatives to bring sustainable results and work on the image of the business, companies must move to building these activities on a systemic basis in accordance with the strategy. It is here that broad prospects open up for the joint efforts of companies, civil society organizations, the media and the state. The immediate business benefits of CSR are the creation of a stable business environment, reduced operational risks, increased financial performance and sales, increased productivity, reduced recruitment costs, market expansion and, consequently, increased market value in the future. The interaction of political, social and economic actors, based on the principles of social partnership, allows to ensure the stable progressive development of the state. With the increasing importance of non-financial factors of sustainable development (social stability, environmental security, etc.), the practical and theoretical aspects of social responsibility are updated.


2020 ◽  
Vol 5 (2) ◽  
pp. 33-41
Author(s):  
Milan Krivokuća

Modern business entities that operate independently or are integrated within modern market-oriented systems interact with the environment in which they operate. By promoting social values and norms, companies achieve a significant competitive advantage over companies in their field, increasing their market share, which results in an increase in the total profit of a particular company. Business entities have a major role in developing and nurturing activities related to social responsibility, especially in the field of environmental protection and the provision of satisfactory quality products and services. The aim of this paper is to point out and present changes in socially responsible behavior in relation to trends in the marketing environment.


This chapter explores the concept and planning of integrated marketing communication (IMC) in the context of the SME environment. The chapter explains the communication process in SME context along with above-the-line, below-the-line, through-the-line channels and different communication tools. Relevant examples and empirical study are addressed in this chapter, and a proper guideline of IMC in the field of SME for the very first time in the area of service marketing is developed. Policymakers, entrepreneurs, and even academicians will get the insights and impactful ideas from this SME context IMC study.


Author(s):  
Doina GURIŢĂ ◽  

New conceptual developments in the field will have to take into account the developments in the telecommunications and IT sectors, which makes the focus in the future on the ability of direct marketing to create communication channels that stimulate active consumer involvement in the communication process, in perspective, through it, also in the production (provision) and distribution of different products and services. In the first part of this article I talk about the evolution of direct marketing, and in the second part I present ways, direct marketing tools that are paramount today and that lead an organization, a producer to profit. If databases are now the key to the definition of direct marketing, the future will bring interactivity and its effects to the forefront. Starting from the features of direct marketing, captured by the definition given above, some essential questions can be discussed regarding the relationship between direct marketing and the organization's marketing communication, respectively the relationship between direct marketing and the global marketing activity of the organization.


2017 ◽  
Vol 3 (5) ◽  
pp. 33-37
Author(s):  
Olena Brintseva ◽  
◽  
Oksana Hutsalenko ◽  
Sergii Dmitruk ◽  
◽  
...  

2017 ◽  
Vol 2 (02) ◽  
Author(s):  
Ruzqiyah Ulfa ◽  
Rustono Farady Marta

<p>Study about Integrated Marketing Communication or IMC has become a common issues. Not just profit-oriented institutions, non-profit institutions also need to know the communication strategy of the "new generation". The strategy in this integrated marketing communications that drive every aspect of the communication process to reach customers or the public with a message of unity in offering a benefit and ideas. Certainly not an easy thing when having a lot of media, ideas, activities and plans, but should have one "message" only. The integration process of marketing communication activities summarized simply by Chriss Fill (1995) through the integration of process models and marketing communication activities Hermawan Kertajaya in "3i Marketing Triangle" and "3² Values-Based Matrix". The Practice of marketing and social marketing products by Andreason, the emphasis is on the wider community that directly affect to the behavior and the needs or interests of the target as a basis. Yayasan Nurul Ibad as a non profit organization builds its brand image through their service by using marketing communication mix that consists of eight major communication model proposed by Philiph Kotler.<br />Keywords: Integrated Marketing Communication, Message, Nurul Ibad</p>


2019 ◽  
pp. 41-50
Author(s):  
Tatyana Gorina ◽  
Nina Kalashnikova

Modern interdisciplinary studies of human capital have allowed to change the understanding of its structure, incorporating not only the knowledge, skills, competencies and talents of the individual, but also his or her outlook, value attitudes, features of mentality and thinking in general. The concept of human capital makes it possible to identify various, including non-economic, motives of subjects of socially responsible activities, to understand why people are interested in implementing socially oriented programs. Socially responsible activities and human capital mutually condition each other: participation in socially responsible activities is an investment in human capital, and developed human capital is one of the conditions for effective socially responsible activities. The motives for socially responsible activities can be the desire to establish social justice, a desire to make the world more reliable and trustworthy, care for people, strengthen and spread social solidarity, increase the wellbeing of local communities, etc.Participation as a subject of socially responsible activities helps an individual to develop cognitive and social behavioral skills, provides access to information and practices necessary to adapt to the modern social environment. Socially responsible activity as a reflection of a specific system of thinking allows developing such important skills and qualities in modern society as purposefulness, empathy, willingness to take risks, independence in decision making, ability to work in a situation of uncertainty, ability to search for nonstandard solutions necessary for representatives of various specialties for successful implementation of professional functions, as well as contributing to the growth of the national economy. The advantages offered by socially responsible activities encourage individuals to participate in socially significant projects and companies, social institutions and society as a whole - to stimulate and support this kind of activity.


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