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Specifics of the Formation of Corporate Social Responsibility Strategy for FMCG Companies in Western European Markets

Student: Alexander Matveev

Supervisor: Olga A. Melitonyan

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2018

In this paper, research is carried out on such an important concept for the business environment as "corporate and social responsibility" of enterprises (CSR / CSR), as well as "social responsible producer", for example, comparing the two strategies of CSR TNC Nestle and Unilever. The main factors influencing the formation of this strategy and the main reasons for its implementation are considered. Particular attention is paid to the benefits that arise with the introduction and focus on CSR. An analysis of the FMCG market relevant to selected companies is conducted and its impact on the choice of a particular model of the chosen strategy of corporate responsibility. The study describes and analyzes the current strategies of the two selected TNCs, and compares them. The activities of companies in the field of corporate social responsibility are mainly studied in the market of Western Europe, the specifics of this region are considered. Upon completion of the work, comments are given on the further development of corporate social responsibility for selected companies and the whole concept as a whole.

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