Implementation of socially responsible marketing to improve the competitiveness of export-oriented enterprise

Plekan, U.

Ternopil Ivan Puluj National Technical University, 56 Ruska str., 46001 Ternopil, Ukraine  e-mail: vnv123@ukr.net 

Plekan, U. (2017). Zastosuvannia sotsialno vidpovidalnoho marketynhu dlia pidvyshchennia konkurentospromozhnosti eksportooriientovanoho pidpryiemstva [Implementation of socially responsible marketing to improve the competitiveness of export-oriented enterprise]. Socio-Economic Problems and the State. 17 (2), 135-143.http://sepd.tntu.edu.ua/images/stories/pdf/2017/17pumkep.pdf.

1-dec-2017

nov-2017

Ternopil Ivan Puluj National Technical University

658.8:005.35 (477)

M31
M14

competitiveness
export-oriented enterprise
socially responsible marketing
corporate social responsibility

The article is dedicated to the improvement of theoretical and methodological issues and conceptual and instrumental basis of socially responsible marketing of an export-oriented enterprise operating in non-linear environments. The article reveals the results of implementation of the principles of social responsibility in the marketing system of the enterprise. The position of the analyzed enterprise regarding implementation of CSR standards was noted. Its impact on the development of the company competitiveness was estimated. Also, the state of implementation of socially responsible marketing at the enterprise selected for the analysis was outlined and suggestions for its development in domestic companies were highlighted. It was proved that socially responsible marketing is an effective tool for promoting an enterprise on external market.

Supplementary data associated with this article can be found, in the online version, at http://sepd.tntu.edu.ua/images/stories/pdf/2017/17pumkep.pdf

http://elartu.tntu.edu.ua/handle/lib/22740

2223-3822

Scientific Journal "Socio-Economic Problems and the State", 2017

http://sepd.tntu.edu.ua/images/stories/pdf/2017/17pumkep.pdf
http://sepd.tntu.edu.ua/images/stories/pdf/2011/11abmtkp.pdf.
http://mevhnu.at.ua/load/mizhnarodna_naukovo_praktichna_internet_

konferencija/1_formuvannja_ta_ocinka_efektivnosti_

funkcionuvannja_mekhanizmiv_upravlinnja_dijal nistju_pidpriemstv/2-1-0-105
http://www.economy.nayka.com.ua/?op=1&z=986

1.Andrushkiw, B. & Bitsura, L. (2011). Analіtichnі aspekti marketingovogo potencіalu v teorіі konkurentospromozhnostі pіdpriеmstva [Analytical aspects of marketing potential in the theory of enterprise competitiveness], available at: http://sepd.tntu.edu.ua/images/stories/pdf/2011/ 11abmtkp.pdf.
2.Antoniuk, L. L. (2004). Mizhnarodna konkurentospromozhnist krain: teoriia ta mekhanizm realizatsii [International competitiveness of countries: theory and realization mechanism]. Kyiv: KNEU [in Ukrainian].
3.Vorona, O. V. (2010). Metodychni pidkhody do ocinky rivnja socialjnoji vidpovidaljnosti [Methodological approaches to assessing the level of social responsibility], The bulletin of transport and industry economics, no. 30, pp. 127-133.
4.Hrytsyna, L. A. Stanovlennja koncepciji korporatyvnoji socialjnoji vidpovidaljnosti u konteksti cyvilizacijnogho rozvytku svitovoji ekonomiky [The formation of the concept of corporate social responsibility in the context of the civilization of the world economy], available at: http://mevhnu.at.ua/load/mizhnarodna_naukovo_praktichna_

internet_konferencija/1_formuvannja_ta_ocinka_efektivnosti_funkcionuvannja_

mekhanizmiv_upravlinnja_dijal nistju_pidpriemstv/2-1-0-105.

5.Grosul, V. A. & Artemenko, S. V. (2015), Upravlіnnya marketingovim potencіalom pіdpriеmstv rozdrіbnoi torgіvlі: monografіya [Managing marketing potential of retail trade enterprises: monograph], Kharkov, 249 р. [in Ukrainian].
6.Kotler, F., Bowen, J. & Meykenz, J. (1998). Marketing. Hostepryymstvo and tourism [Marketing. Hospitality and tourism].: Per. with the English. M.: UNITY, 787 p.
7.Kravchenko, T. V. (2015). Vidpovidaljnyj marketyngh jak naprjam pidvyshhennja konkurentospromozhnosti vitchyznjanykh pidpryjemstv [Responsible marketing in system of a company’s corporate social responsibility]. Teoretychni ta prykladni pytannja ekonomiky, no. 1(30), pp. 371–378.
8.Moiseenko, T. E. Korporatyvna socialjna vidpovidaljnistj v zabezpechenni konkurentospromozhnosti pidpryjemstva [Corporate social responsibility in ensuring the competitiveness of enterprises], available at: http://www.economy.nayka.com.ua/?op=1&z=986.
9.Panukhnyk, O. V. (2016). Marketynhovo-zbutova diialnist silskohospodarskykh pidpryiemstv: zasady formuvannia systemy upravlinnia [Marketing and sales activity of agricultural enterprises: management system’s development framework]. Bulletin of Sumy National Agrarian University, no. 12 (70), pp. 184-188. [in Ukrainian].

Scientific Journal "Socio-Economic Problems and the State", Vol.17, No.2