CSR Reporting as an Important Tool of CSR Communication

AbstractThe article focuses on Corporate Social Responsibility (CSR) and the importance of reports within communication of CSR. 1953 is considered to be a breakthrough year, when it was first referred to the definition of social responsibility. CSR is a trend that appeals to change of business orientation from short-term to long-term goals and from maximum to optimum profit. CSR reports, respectively triple-bottom-line reports have become tool of communication for Corporate Social Responsibility. Those are a voluntary comprehensive reports involving not only economic data, but also information from environmental and social field. These reports tell about the company policy in relationship to the environment, sustainability, or there are directly focused on fulfilling the commitments accepted by the company within the concept of social responsibility. CSR report can help to bring a systematic approach into the management of socially responsible activities, identify future risks and opportunities and thereby contribute to increasing the competitiveness of business and maintain the possibility for long-term business venture. Information is not only for the company, but on the basis of them enterprise can partly to create decision-making process of different types of stakeholders. This article points out how the CSR report is used by businesses and how socially responsible activities through CSR reports are perceived by Slovak customer. We will use secondary information collected from marketing agencies surveys and primary information collected from own survey. We will use these methods: analysis, synthesis and deduction

Green Marketing as the Source of the Competitive Advantage of the Business

In this work we focused on summarizing the principles of green marketing and the concepts related to it. The aim of this contribution was to prove the relationship between the implementation of green marketing principles and sustainable competitive company position on the market. In order to prove the relationship between the implementation of green marketing principles and the competitive market position of companies, we used a multiple regression method to reveal the relationship, despite many variables. This was preceded by a factor analysis that helped us to select the main factors of influence. In order to meet this goal, we have drawn from the surveys conducted by PwC (Bratislava, Slovakia), the Automobile Industry Association and the Slovak Automobile Institute to identify key factors and future expected development in the auto industry supplier segment and our marketing research, conducted from December 2015 to February 2016. Based on the results of marketing surveys, research responses and the study of available resources, we concluded that there is no comprehensive green marketing implementation model linking environmental consumer behavior with a link to the company’s marketing strategy. The contribution could help the Automotive Industry Union to present requirements to the government and help create incentives for the alternative vehicle market, and our findings could be incorporated into the creation of companies’ strategy