Salta al menu principale di navigazione Salta al contenuto principale Salta al piè di pagina del sito
FrancoAngeli Journals

Articles

V. 10 N. 1 (2025)

The role of socially responsible marketing in increasing the competitiveness of transnational corporations in an unstable market environment

DOI
https://doi.org/10.3280/riss2025oa19631
Inviata
marzo 7, 2025
Pubblicato
2025-06-25

Abstract

The study analyzes the fundamentals of socially conscious marketing, which are essential to maintaining multinational companies’ competitiveness. A series of recommendations for enhancing the efficacy of socially conscious marketing strategies in boosting multinational firms' competitiveness in an unpredictable market environment is the study’s practical outcome. The theoretical result was the identification of the main patterns of using socially aware marketing techniques to increase the competitiveness of multinational corporations in an unpredictable market environment.

Riferimenti bibliografici

  1. Adomako S., Abdelgawad S. G., Ahsan M., Amankwah-Amoah J. & Liedong T. A. (2023). Nonmarket strategy in emerging markets: The link between SMEs’ corporate political activity, corporate social responsibility, and firm competitiveness. Journal of Business Research, (160): 1-15. DOI: .1016/j.jbusres.2023.113767.
  2. Ahluwalia S. (2022). A critique of corporate social responsibility in the light of classical economics. AMS Review, 12(1): 25-29.
  3. Al-Kwifi O. S., Farha A. K. A. & Zaraket W. S. (2020). Competitive dynamics between multinational companies and local rivals in emerging markets. FIIB Business Review, 9(3): 189-204.
  4. Belkin I. (2022). Features of viral marketing, benchmarking and socially responsible marketing as promising areas in the market. Economy and Society, (37): 1-8. DOI: 10.32782/2524-0072/2022-37-39.
  5. Carrera L. (2022). Corporate social responsibility. A strategy for social and territorial sustainability. International Journal of Corporate Social Responsibility, 7(1): 1-11.
  6. Ebisan T. (2024). What is responsible marketing? -- Retrieved from https://dotdigital.com/blog/what-is-responsible-marketing/.
  7. European Commission (2024). CSR policies and initiatives. -- Retrieved from https://commission.europa.eu/business-economy-euro/doing-business-eu/sustainability-due-diligence-responsible-business/corporate-social-responsibility-csr_en.
  8. Goktas V., Erol E., Altunisik R. & Ardic K. (2019). Social marketing in charitable giving intentions: A serial mediation model. Marketing and Management of Innovations, (2): 21-32. DOI: 10.21272/mmi.2019.2-02.
  9. Gorokhova T. (2021). Development of socially responsible marketing. Why companies should promote themselves “responsibly”. -- Retrieved from https://iqholding.com.ua/articles/rozvitok-sotsialno-vidpovidalnogo-marketingu-chomu-kompaniyam-slid-prosuvati-sebe-«vidpov-0.
  10. Gurman O. M. & Komarnytskyi I. M. (2020). Corporate cultures of transnational corporations and mental dominants of Ukrainian employees: structural and value analysis. Bulletin of LUTE. Economics, (59): 105-115. DOI: 10.36477/2522-1205-2020-59-14.
  11. Imnadze I. N. (2023). Ensuring the sustainable development of transnational corporations. Journal of Strategic Economic Research, 3(14): 38-45.
  12. Indeed (2024). What Is Marketing Social Responsibility? (And Its Value). -- Retrieved from https://ca.indeed.com/career-advice/career-development/marketing-social-responsibility.
  13. Ivanova M. I., Shvets V. Ya., Sannikova S. F., Varyanychenko O. V. & Bardas A. V. (2023). Social responsibility as a key competence for ensuring sustainable development of enterprises. Business Inform, (3): 176-186. DOI: 10.32983/2222-4459-2023-3-176-186.
  14. Kniazieva T. V., Kazanska O. O., Orochovska L. A., Tsymbalenko Y. Y. & Dergach A. V. (2023). Analysis of the impact of digitalization on the quality and availability of public services in Ukraine - a comparative approach with insights from Estonia. Statistics, Politics and Policy, 14(3): 375-398.
  15. Kohut M. V. (2024). The impact of transnational corporations on the globalization of markets: opportunities and challenges for local development. Ukrainian Economic Journal, 4: 20-24. DOI: 10.32782/2786-8273/2024-4-4.
  16. Manaenko I. M. & Shevchenko D. S. (2020). Conceptual principles of socially responsible marketing at enterprises with import activities. Efficient Economy, 11: 1-8. DOI: 10.32702/2307-2105-2020.11.63.
  17. Martin K. D. & Burpee S. (2022). Marketing as a problem solver: in defense of social responsibility. AMS Review, 12(1): 44-51.
  18. Nail J. (2017). The Power of a Values-Based Strategy. -- Retrieved from https://www.forrester.com/what-it-means/ep15-values-based-strategy/.
  19. Nitsenko V. (2020). Mismanagement in Ukraine. Problems of Management in the 21st Century, 15(1): 4-8.
  20. Reis G. G. & Molento C. F. M. (2020). Emerging market multinationals and international corporate social responsibility standards: bringing animals to the fore. Journal of Business Ethics, 166(2): 351-368.
  21. Rybina O., Letunovska N. & Kuzhior A. (2020). Socially responsible marketing as a way to increase the competitiveness of business entities. Mechanism of an Economic Regulation, 1(87): 86-96.
  22. Yevdokimova M., Zamlynskyi V., Minakova S., Biriuk O. & Ilina O. (2019). Evolution of Corporate Social Responsibility Appleid to the Concept of Sustainable Development. Journal of Security and Sustainability Issues, 8(3): 473-480.

Metriche

Caricamento metriche ...