THE INSTITUTIONAL COMPLEXITY OF BUSINESS SOCIAL RESPONSIBILITY (NATURE, INSTITUTIONS, MECHANISM)

Purpose: Business social responsibility or BSR is strengthened by innovative management and marketing practices of Russian enterprises to form their reputation capital and increase commercial benefits. The reasons of these ones are not able to explain in terms of full rationality. The aim of the paper is to examine nature and specifi city of BSR in institutional logics of the fi rm evolution. Methodology & Approach: The theoretical analyses presented in this paper are based on the tools of modern institutional theory and corporate management. BSR is considered as an institutional form of the compelled adaptation of corporations to growing requirements of civil society and regulators (protective reaction), as marketing technology of strengthening of a brand image (response) and as a way of expansion of norms and practices on counteragents and partners in global supply chains (return reaction). Implications for future research: The paper highlights the puzzling essence of BSR determined political, cultural and other social institutions which have produced exogenous effects on organizational behavior. Better understanding of an economic mechanism of introducing BSR institute into a representative firm accelerates the adaptive process of this transplanted institute. Findings: The system of institutions of the socio-responsible company is detailed. Positive effects, contradictions and the mechanism of social orientation of corporate sector are proved.

HOMO INSTITUTIUS MODEL IN THE THEORY AND IDEOLOGY OF SOCIALLY RESPONSIBLE BUSINESS IN RUSSIA

Экономическое обоснование мотивации социальной активности коммерческой структуры представлено в аналитической модели человека. В российской экономической науке исторически сложилось, что традиционные формы социальной ответственности бизнеса анализируются в рамках православной модели «человека институционального». Современная идеология социально ответственного бизнеса воспроизводит в секуляризированном виде институции социальной ответственности православного предпринимателя. Ментальные основания корпоративной филантропии в сущностных характеристиках корреспондируются с православным традициями взаимопомощи и делового сотрудничества. В ракурсе эволюционного усложнения института социальной ответственности бизнеса воспроизводство базовых элементов православной модели человека институционально расширяют адаптационные возможности субъектов корпоративного предпринимательства к конкурентной среде международного бизнеса.Цель – выявление сущностных характеристик модели «человека институционального», имплицитно представленной в теории и идеологии социально ответственного бизнеса России.Метод или методология проведения работы: в статье использовался метод диалектики, системный подход, применялся принцип историзма, а также методологический инструментарий эволюционной экономической теории.Результаты: аргументировано, что модель «человека институционального», имплицитно представленная в теории и идеологии социально ответственного бизнеса России, в значительной степени закрепляет преемственность поведенческих установок современного предпринимателя с православной моделью человека, воспроизводимой в предпринимательском сообществе дореволюционной эпохи.Область применения результатов: полученные результаты целесообразно применять при осуществлении социального инвестирования, разработке мероприятий по реализации социального партнерства и программ повышения информационной открытости российского бизнеса.Consistent to the earlier research, the study has supported the hypothesis that the investigation of motivation of commercial body social activity in the economic theory expressed in analytical model of man. The author emphasizes the idea that the main principles of well-formulated statement of traditional form of social responsibility of business are given in the Christian Orthodox model of man. The new ideology of socially responsible business is represented in secular forms of social responsibility of a Christian Orthodox entrepreneur. Mental models of corporate philanthropy in their core characteristics correspond to Christian orthodox traditions of mutual aid and business collaboration. From the point of view of the evolutionary and institutional economics, additional advantages of modern corporates can be acquired by integrating basic elements of the Orthodox model of man in their structures.Purpose. The purpose of the study was to identify the significant elements in the model of homo institutius. It is the assumption that modern theory and ideology of socially responsible business in Russia is an important result of development of religion ideas that is the implicit element of this model.Methodology. For the aims of the article, the systematic method, historicism and dialectical approaches, as well as the analytical technique of evolutionary economics were used.Results. The author has proved that a sufficient degree of the adaptive efficiency of a modern corporation can usually be enhanced by using historically generated elements of the homo institutius model.Practical implications. The results can be applied in corporate management to improve social investment and social partnership business programs as well as to increase openness of firms

The Institutionalization of Socio-Responsible Business: Global Trends and Regional Features

The article describes the dual nature of business social responsibility: global and regional. The increased pressure of globalization produces a new stakeholder expectations and efforts of companies to conform to it. As a result of return reaction the growing requirements of International standards of business ethics create common effect on corporate management and organizational behavior. However, the institutional conditions of the firm evolution are determined by regional basics of institutional environment. It sets up a local differentiation of socio-responsible activities of corporate sector. Focused on the possibilities of institutional transplantation we consider economic benefits of an importation and a further adaptation of business social innovations for developing countries and Russia

The Institutionalization of Socio-Responsible Business: Global Trends and Regional Features

The article describes the dual nature of business social responsibility: global and regional. The increased pressure of globalization produces a new stakeholder expectations and efforts of companies to conform to it. As a result of return reaction the growing requirements of International standards of business ethics create common effect on corporate management and organizational behavior. However, the institutional conditions of the firm evolution are determined by regional basics of institutional environment. It sets up a local differentiation of socio-responsible activities of corporate sector. Focused on the possibilities of institutional transplantation we consider economic benefits of an importation and a further adaptation of business social innovations for developing countries and Russia