CORPORATE SOCIAL RESPONSIBILITY AND CORPORATE IDENTITY DURING THE CONTEMPORARY ECONOMIC CRISIS
Keywords:corporate social responsibility, corporate identity, stakeholders
Striving of competitive advantages in organizations is fundamental impellent in CSR business. However, if CSR does not be-come a constituent part of identity, then it is not source of competitive advantages. Corporate identity is formed by its fundamental values, established values and defended values. For most organizations creation and management of general values’ system becomes invincible problem, because management of identity lacks consistency, it is implemented only in top-down manner and there is no feedback, needs of employees, consumers, other stakeholders are not enough perceived and (or) they are not much considered. Dia-logue with most important stakeholders has critical significance for CSR formation and implementation. It is necessary striving to eliminate gap between publicly declared CSR ideals and real business practice. All CSR employees have to be involved in social responsibility formation and implementation process that CSR would become a constituent part of corporate identity, whereas de-clared organization values would be comprehensible and acceptable for them. Publicity helps to do that.