Social кesponsibility as element of economic development strategies of transnational corporations

Abstract

The essence of social responsibility and basic principles of its implementation are researched in the article. It was determined that the main reason for increasing of the role of social responsibility in the development of TNC is that consumers are bored with standardized commodities, that makes corporations to look for additional tools to attract them, and the most effective way to do that is to give ability to customer by buying necessary products to satisfy not only basic, but and hierarchically higher needs: the need for security, socialization, self-expression. It is proved that the effect of updating the paradigm of social responsibility is the growth of social protection of the population and the redistribution of financial resources from main players of global economy (TNC) to the most vulnerable social groups. It is proved that under conditions of growing influence of foreign multinationals corporations on the domestic market the format of Ukrainian business environment was changed: now we have socially responsible consumer, and in order to meet their interests it’s necessary for domestic companies to implement measures of socialization.