Social Responsibility of Business as a Tool of Customer Relationships Management in an Innovative Company

<p align="center">Annotation for Master&rsquo;s thesis of Vera Klemenova on the topic of</p><p align="center">&ldquo;Social Responsibility of Business as a Tool of Customer Relationships Management in an Innovative Company&rdquo;</p><p>Master&rsquo;s thesis on the topic of &ldquo;Social Responsibility of Business as a Tool of Customer Relationships Management in an Innovative Company&rdquo; contains 118 pages, 10 pictures, 16 tables.</p><p>The subject of this research is social responsibility of business in an innovative company. The aim of this research is detection of peculiarities of Russian model of social responsibility of a business and enhancement of method of its assessment. The following tasks were solved to reach the aim:</p><p style="margin-left:53.4pt;">1)&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Analysis of research of the theory and practice of social responsibility of a business in Russia and abroad.</p><p style="margin-left:53.4pt;">2)&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Analysis of directions and peculiarities of social responsibility of business in Russia on the basis of the expert survey.</p><p style="margin-left:53.4pt;">3)&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Research of attractiveness of the products of socially responsible companies for the clients on the basis of the mass survey.</p><p style="margin-left:53.4pt;">4)&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Enhancement of the tool for social responsibility assessment for Russian companies.</p><p style="margin-left:53.4pt;">5)&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Assessment of social responsibility of business on the example of Russian branch of international company and specification of directions for its enhancement.</p><p style="margin-left:35.4pt;">On the basis of inquired data it is worth stressing that clients tend to buy the products of socially responsible companies, while all other things being equal. When organizing socially responsible policy in a company it is worth considering some essential factors. For instance, respondents see the care for employees and enhancement of the quality and safety of the products as the main directions of social responsibility. The sphere of consumer commodities production should be the most socially oriented. It is necessary to understand that although marketing and social programs are tightly connected, it is impermissible to substitute them with one another. It is easier to launch marketing program if it is intended for the target audience which is warmed up by a social campaign. Moreover, it is worth comprehending that socially responsible programs are intended for the long run. Social programs of a business aim to increase reputation capital and can boost sales in the long run.</p><p style="margin-left:35.4pt;">&nbsp;</p><p style="margin-left:35.4pt;">&nbsp;</p>