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Evolution Of Socially Responsible Marketing In Russian Service Sector

Author

Listed:
  • Oksana Barsova

    (Plekhanov Russian University of Economics)

Abstract

Though evidence of socially responsible behavior of companies appeared to be indisputable, the most problematic for any company is to align it with the employed marketing strategy and enhance the opportunities it can provide for creating competitive advantage and further innovation. Corporate social initiatives are often disconnected and fragmented, which causes constraints to analyze their prospects to cut expenses and increase revenues. The statistical data of a period of over four years show the continual growth in Russian service sector which can provide resources for “world-positive” business initiatives. Though authorities traditionally and usually force the ways of engaging business in financing social programs, the image of a socially responsible and environmentally friendly business provides opportunities for a sustainable upturn in Russian service sector.

Suggested Citation

  • Oksana Barsova, 2017. "Evolution Of Socially Responsible Marketing In Russian Service Sector," CBU International Conference Proceedings, ISE Research Institute, vol. 5(0), pages 19-22, September.
    • Handle: RePEc:aad:iseicj:v:5:y:2017:i:0:p:19-22
    DOI: 10.12955/cbup.v5.895
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    More about this item

    Keywords

    Corporate Social Responsibility (CSR)service sector; sustainable business; upturn.;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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