Corporate Social Responsibility as Strategy Element on Tobacco Market in Russia the Case of Philipp Morris and BAT

The development of CSR in recent years has approached the global trend of integration of social responsibility into the corporate strategy of the company. Russian companies have come to recognize that recurrent costs on CSR have the greatest benefit in the long term. In the global economy there are goods such as tobacco products, which are harmful to consumers. Production and sales of products in this category are usually closely controlled by the government. In this situation, the implementation of CSR becomes a truly unique opportunity for companies to neutralize at least some of those inevitable negative market conditions in which they exist. The nature of the activities of tobacco companies by itself, it would seem, contrary to the principles of CSR, however, companies are actively seeking to introduce its basic principles and values in their practice, raises the question of whether all tobacco companies to be socially responsible. This study focuses on identification of the relationship between corporate strategies of transnational tobacco corporations and corporate social responsibility and offer recommendations to effectively integrate CSR in their strategy. In the course of work were considered the theoretical foundations of CSR, in particular with regard to transnational tobacco corporations operating in the territory of the Russian Federation. Were revealed the benefits of integration of CSR into the company strategy. The work was dismantled the necessary conditions for the successful implementation of CSR, one of which is the analysis of the external and internal environment of the company. For full disclosure themes were analyzed practice integration of CSR into company's strategy on the example of two global tobacco companies and put forward recommendations for the integration of CSR into the strategy of the companies in question, which can also be useful to other organisations as tobacco and other industries.