Marketing of social responsibility: the ethical dimension of business competitiveness

Руденко, Валентина Сергіївна and Марухленко, Оксана В'ячеславівна and Юрченко, Олександр Анатолійович (2025) Marketing of social responsibility: the ethical dimension of business competitiveness Електронний журнал "Ефективна економіка" (10). ISSN 2307-2105

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Abstract

The article explores socially responsible marketing as a modern and effective tool for enhancing business competitiveness within the framework of the global economy and heightened social expectations. It emphasizes that the integration of ethical, environmental, and social principles into marketing strategies contributes not only to the formation of a positive corporate image but also serves as a basis for building sustainable, long-term relationships with key stakeholders — including consumers, employees, local communities, partners, and regulators. Special attention is devoted to analyzing conceptual foundations of corporate social responsibility (CSR) in marketing theory. In particular, the article reviews A. Carroll’s classical CSR pyramid, which outlines four levels of corporate obligations (economic, legal, ethical, and philanthropic), and P. Kotler’s notion of cause-related marketing as a means to merge business objectives with social good. These theoretical approaches offer a framework for understanding the transition from traditional transactional marketing models toward value-based and stakeholder-oriented paradigms. The article also highlights the unique characteristics of the Ukrainian business environment, shaped by a legacy of public distrust towards corporations, weak institutional enforcement of ethical norms, and the exacerbated socio�economic conditions brought about by the war. In such a context, socially responsible marketing assumes a dual function. First, it acts as a mechanism of business legitimation, strengthening the reputation and social license to operate. Second, it positions companies as ethical market players, capable of delivering not only functional but also moral and social value. The study identifies practical strategies for implementing CSR in marketing activities, including transparency in communication, support for local communities, environmental initiatives, and partnerships with civil society. These approaches are particularly relevant for Ukrainian enterprises seeking to remain resilient during times of crisis and align with global sustainability trends. In conclusion, the integration of socially responsible marketing enables companies to address current societal challenges while enhancing their competitive positioning, brand equity, and stakeholder trust. The practical value of the study lies in the development of recommendations that Ukrainian businesses can apply to integrate CSR principles into marketing operations and corporate strategies, ensuring long-term development and contribution to national recovery.

Item Type:	Article
Uncontrolled Keywords:	marketing; corporate social responsibility; competitiveness; business ethics; Ukrainian context
Subjects:	Статті у базах даних > Index Copernicus Статті у періодичних виданнях > Фахові (входять до переліку фахових, затверджений МОН)
Divisions:	Факультет економіки та управління > Кафедра міжнародної економіки
Depositing User:	доцент Олександр Анатолійович Юрченко
Date Deposited:	03 Nov 2025 10:05
Last Modified:	03 Nov 2025 10:05
URI:	https://elibrary.kubg.edu.ua/id/eprint/53622

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