Abstract.

NATIONAL RESEARCH UNIVERSITY HIGHER SCHOOL OF ECONOMICS

FACULTY OF APPLIED POLITICAL SCIENCE

SCHOOL OF INTEGRATED COMMUNICATIONS

PROJECT PROPOSAL

Corporate Social Responsibility in the PR system of a company (on the example of OAO “GAZPROM”)

Student:

Malyshev E.V.

Scientific Supervisor:

Afanasieva O.V.

Supervisor in English:

Ubozhenko I.V.

Moscow, 2013

Contents.

Introduction. 3

Abstract. 3

The topicality of theme. 4

The subject 4

The object 4

Hypothesis. 5

Problem statements. 5

Tasks. 5

The professional significance. 6

Methodology. 6

Literature review.. 7

Anticipated results. 9

Bibliography. 10

Introduction.

Abstract.

Corporate social responsibility (CSR), also known as corporate responsibility, corporate accountability, corporate ethics, corporate citizenship or stewardship, responsible entrepreneurship and “triple bottom line”. The triple bottom line is the development of business practices and processes in three areas: economic, environmental and social.

A definition appears by Lord Holme and Richard Watts stating that “CSR is the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large”. During the past years, CSR has been developed and implemented in most companies having a vital role not only in big but also in small and medium enterprises. The majority of the companies are now developing ways to explore this new marketing scheme.

Nowadays CSR is becoming a marketing strategy more widespread as a factor of

differentiation and awareness for consumers, mainly due to the lack of product

differentiation and the tendency of people to choose the company that provides a better relationship with the customers and other stakeholders. The companies that embrace CSR can obtain competitive advantage over the other competitors, such as good public image, good image among employees, good profits and return of the investment, which is important for supporting events not directly related with core business.
The Russian corporations when entering international market are forced to be appropriate to the global social responsible business. And despite that CSR norms serve only as the recommended guidelines for business and still have no legal nature, they are accepted worldwide. Consequently, Russian corporations should recognize and appreciate the CSR policy, because it’s not only about “giving”, that’s the “receiving” advantages too.

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