THE IMPACT OF CORPORATE CULTURE AND SOCIAL RESPONSIBILITY ON THE COMPANY COMPETITIVENESS

Abstract

The article considers the applied conditionality and investigates the theoretical foundations of the formation of corporate social responsibility (Corporate Social Responsibility, CSR) and corporate culture (Corporate Culture, CC). The purpose of the article is defined as the need to reveal the essence and identify the content of the concepts of «corporate social responsibility» and «corporate culture», as well as to generalize the features of the influence of corporate culture, based on the principles of social responsibility, on the company's competitiveness. Based on this goal, corporate social responsibility is considered in a narrow sense (through the timely payment of wages to employees, payment of taxes, compliance with legislation in the field of environmental protection, safety and health of workers, ethical behaviour within the framework of existing legislation) and in a broad sense (as voluntary the contribution of business to the development of society in the social, economic and environmental spheres). Provides a general description of the concepts of social responsibility of business: the concept of corporate egoism, the theory of corporate altruism, the theory of "reasonable egoism". It was emphasized that within the framework of corporate social responsibility it is customary to distinguish internal and external responsibility, and it is internal responsibility that is the corporate culture. The relationship has been built between the reputation, image of the company, corporate social responsibility and corporate culture, as factors of increasing its competitiveness. The main definitions are systematized and the key features of the concepts of «corporate culture» and «corporate social responsibility» are highlighted. The results of the implementation and observance of the principles of corporate social responsibility in the activities of companies, the principles of forming a corporate culture based on social responsibility, as well as the steps that management must go through to form a corporate culture based on social responsibility, which would support the development strategy of the organization.