REPUTATION OF SOCIALLY RESPONSIBLE CORPORATIONS IN THE WORLD FINANCIAL MARKET
Keywords:reputation, corporate social responsibility, financial market, competitiveness
The article proves that the implementation of the principles and use of the tools of corporate social responsibility can increase the reputation of the corporation and its activity in the financial world market. The purpose of the article is to substantiate and determine the role of corporate social responsibility of the companies in ensuring and improving their reputation in the global financial market. The article substantiates that the low level of corporate governance practice and insufficient part of social contribution to the companies negatively affect formation of corporate social responsibility of the corporations. In addition, the international and European experience of introduction of the tools of corporate social responsibility in activity of the corporations in the world market is revealed and the factors of improving reputation are defined. The article analyzes the indicators for socially responsible corporations for 2018—2019 according to the ratings of Fortune Global 500, Net Promoter Score, Newsweek Green Ranking, which have the highest reputation according to the Institute of Reputation: Rolex, Lego, Disney, Adidas Group, Microsoft, Sony, Canon, Michelin, Netflix, Bosch. The analysis of indicators made it possible to identify the proportional dependence of the reputation of the corporation on the measures of corporate social responsibility that the latter implements. It is determined on the basis of the study that corporate social responsibility is an effective tool to increase the competitiveness of both corporations and the government in the financial market.
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