The concept of the strategy for the development of social and ethical marketing as a priority factor of corporate social responsibility

Abstract

The concept of a strategy for the development of socio-ethical marketing as a priority factor of corporate social responsibility has been developed based on the paradigm of “reconstructive ethics” and a multi-paradigm synthesis of stakeholder theory, the concept of created common value, the theory of social license to operate and the theory of social capital adapted to the specifics of the post-conflict reconstruction of the Donetsk People’s Republic, which, unlike the existing ones, consists of structurally-logical elements (goals, objectives, tools, measures, mechanisms, key performance indicators) and a subject-to-subject network of interaction between business, government, NGOs and local communities, which allows us to substantiate the qualitative transition of business social responsibility from discrete charity to the strategic imperative of business survival and ensure synchronization of commercial interests of enterprises with the imperatives of humanitarian revival and social development of the region. To ensure a systematic approach, the strategy for developing socio‑ethical marketing is structured around key elements. The strategy’s architecture, which includes the goal, objectives, tools, activities, implementation mechanisms, and key performance indicators, as well as the rationale for each element, taking into account the interaction of the parties involved, is presented as an original development. The operationalization of the proposed strategy for the development of socio‑ethical marketing as a priority factor in business social responsibility requires its mandatory temporal decomposition, since, in conditions of high turbulence in the institutional, economic and social environment of the Donetsk People’s Republic, classical linear planning, which предполагает a strict adherence to calendar deadlines, turns out to be not only ineffective but also counterproductive.