Assessing the Management of the Reputational Component of Corporate Social Responsibility of Ukrainian Companies
Yevtushenko V. A.

Yevtushenko, Viktoriia A. (2021) “Assessing the Management of the Reputational Component of Corporate Social Responsibility of Ukrainian Companies.” The Problems of Economy 2:126–133.
https://doi.org/10.32983/2222-0712-2021-2-126-133

Section: Economics and Enterprise Management

UDC 338.45.01+658:334.005.35

Abstract:
The article is aimed at assessing the corporate social responsibility of organizations in Ukraine by using progressive international ratings, defining the relationship and interaction of the social responsibility and reputation of a company, and on this basis at developing a conceptual scientific and methodological approach to assessing the corporate social responsibility of Ukrainian companies. Modern international methodological approaches to assessing the management of the reputational component of social responsibility are analyzed, namely, Global CR RepTrak and Net Promoter Score. The research carried out shows the lack of a qualitative methodology to assess the reputational component of corporate social responsibility in Ukraine. Using the methodology of Global CR RepTrak and Net Promoter Score, and having analyzed open information sources, data from various ratings of Ukrainian companies, and own observations, the author proves the actual value of assessing the reputational component of corporate social responsibility of domestic enterprises, and performs the assessment itself. It is substantiated that both the external and internal reputational components of corporate social responsibility should be used for managing any national organization effectively. A new method for assessing the reputational component of corporate social responsibility is suggested with a view to providing socially responsible management of Ukrainian companies. Further research is needed to: define a system of institutional forms of the social responsibility of domestic enterprises; develop CSR models of national business structures; create comprehensive scientific and practical methods that will unambiguously assess the CSR of Ukrainian enterprises and turn the social responsibility of national producers into a competitive resource asset in global markets.

Keywords: company, corporate social responsibility, enterprise, Global CR RepTrak, Net Promoter Score, reputation, social responsibility, sustainable development.

Fig.: 4. Tabl.: 1. Bibl.: 35.

Yevtushenko Viktoriia A. – Candidate of Sciences (Economics), Associate Professor, Head of the Department, Department of Marketing, Management and Entrepreneurship, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: v.a.evtushenko@karazin.ua

List of references in article

Burmaka, T. et al. “Social investment as a tool of corporate social responsibility realization in Europe“. 35th IBIMA International Business Information Management Conference. Spain, 2020.
“2021 Global RepTrak® 100“ https://www.reptrak.com/rankings/
Net Promoter Score (NPS). https://www.netpromoter.com/know/
Rozetka. https://rozetka.com.ua
Alfa-Bank. https://alfabank.ua
Varlamova, M., and Yenhoian, H. “Svitovi trendy rozvytku sotsialnoi vidpovidalnosti biznesu“ [Global Trends in the Development of Corporate Social Responsibility]. Halytskyi ekonomichnyi visnyk. 2019. https://galicianvisnyk.tntu.edu.ua/pdf/60/752.pdf
Interpaip. https://interpipe.biz
Kavtysh, O. P., and Prokopenko, Ya. H. “Rol KSV u zabezpechenni konkurentospromozhnosti natsionalnykh pidpryiemstv“ [The Role of CSR in Ensuring the Competitiveness of National Enterprises]. Suchasni problemy ekonomiky i pidpryiemnytstvo, no. 18 (2016): 128-136.
MKhP. https://mhp.com.ua/uk/home
“Naikrashchi robotodavtsi Ukrainy za versiieiu Forbes 2019“ [The Best Employers in Ukraine According to Forbes 2019]. https://bzh.life/ua/gorod/luchshie-rabotodateli-ukrainy-po-versii-forbes-rejting
“Narodnyi reitynh bankiv 2021“ [People's Rating of Banks 2021]. https://minfin.com.ua/ua/banks/top/
Nova poshta. https://novaposhta.ua
Orlova, N. S. et al. “Reputatsiia sotsialno vidpovidalnykh korporatsii na svitovomu finansovomu rynku“ [Reputation of Socially Responsible Corporations in the Global Financial Market]. Finansovo-kredytna diialnist: problemy teorii i praktyky, no. 4(35) (2020): 144-151.
“Reitynh naibilshykh kompanii za rivnem dokhodiv u 2020 rotsi“ [Ranking of the Largest Companies by Revenue Level in 2020]. Internet-portal censor.net. https://biz.censor.net/resonance/3268870/200_nayiblshih_kompanyi_ukrani_2020_roku
“Reitynh naibilshykh farmkompanii svitu «The Pharma 1000» 2020 r.“ [Rating of the World's Largest Pharmaceutical Companies "The Pharma 1000" 2020]. https://ua.interfax.com.ua/news/pharmacy/700528.html
“Reitynh samykh nadiinykh bankiv 2021“ [Rating of the Most Reliable Banks 2021]. https://forinsurer.com/rating-banks
Severina, L. “Korporatyvna sotsialna vidpovidalnist: i liudiam, i biznesu“ [Corporate Social Responsibility: Both People and Business]. https://rau.ua/novyni/korporatyvna-sotsialna-vidpovidalnist-i-lyudyam-i-biznesu/
“Top-20 krashchykh robotodavtsiv Ukrainy 2019 (reitynh portalu HeadHunter)“ [Top 20 Best Employers in Ukraine 2019 (HeadHunter Portal Rating)]. https://grc.ua/article/28662
“Top-100 naibilshykh platnykiv podatkiv 2020 (vydannia Reitynh)“ [Top 100 Largest Taxpayers 2020 (Rating Edition)]. https://www.slovoidilo.ua/2021/04/19/novyna/finansy/stalo-vidomo-yaki-kompaniyi-splatyly-najbilshe-podatkiv-2020-rik
“Top-100 naidorozhchykh natsionalnykh brendiv za pidsumkamy 2020 roku («Hlavkom»)“ [Top 100 Most Expensive National Brands in 2020 ("Glavkom")]. https://glavcom.ua/economics/finances/top-100-naydorozhchih-brendiv-ukrajini-pidsumki-2020-roku-743881.html
“Top-25 efektyvnykh marketynhovykh kampanii (za versiieiu zhurnalu «Vlada hroshei»)“ [Top 25 Effective Marketing Campaigns (According to the Magazine "Power of Money")]. https://www.dsnews.ua/ukr/vlast_deneg/top-25-effektivnyh-marketingovyh-kampaniy-07092020-397943
“Top-25 innovatsiinykh kompanii Ukrainy (za versiieiu zhurnalu «Vlada hroshei»)“ [Top 25 Innovative Companies of Ukraine (According to the Magazine "Power of Money")]. https://www.dsnews.ua/ukr/reitingi/zhurnal-vlast-deneg-nagradil-luchshie-kompanii-ukrainy-kto-pobedil-kak-eto-bylo-03122020-408227
“Top-25 krashchykh robotodavtsiv Ukrainy (za versiieiu zhurnalu «Vlada hroshei»)“ [Top 25 Best Employers in Ukraine (According to the Magazine "Power of Money")]. https://www.dsnews.ua/ukr/reitingi/top-25-luchshih-rabotodateley-ukrainy-29032021-420003
“Top-25 naibilsh uspishnykh ukrainskykh menedzheriv 2020 (za versiieiu dsnews.ua)“ [Top 25 Most Successful Ukrainian Managers in 2020 (According to dsnews.ua)]. https://www.dsnews.ua/ukr/economics/top-25-samyh-uspeshnyh-ukrainskih-menedzherov-06072020100000
“TOP-25 naiefektyvnishykh upravlintsiv Ukrainy («TOP-100. Reitynhy krupneishykh»)“ [TOP-25 Most Effective Managers of Ukraine ("TOP-100. Ratings of the Largest")]. https://delo.ua/business/centry-upravlenija-rejting-luchshih-upravlencev-375449/
“Top-25 naikrashchykh prohram KSV“ [Top 25 Best CSR Programs]. https://www.dsnews.ua/ukr/vlast_deneg/top-25-luchshih-programm-kso-27072020-393543
“Top-3 naikrashchykh robotodavtsiv krainy 2020 («TOP-100. Reitynhy krupneishykh»)“ [Top 3 Best Employers in the Country in 2020 ("TOP-100. Ratings of the Largest")]. https://delo.ua/business/zhurnal-top-100-rejtingi-krupnejshih-predstavlja-371639/
“TOP-3 reitynhu yakosti upravlinnia korporatyvnoiu reputatsiieiu 2020 (shchorichnyi reitynh «Reputatsiini AKTYVisty»)“ [TOP-3 Rating of Corporate Reputation Management Quality 2020 (Annual Rating "Reputational ACTIVISTS")]. https://ua.interfax.com.ua/news/press-release/744769.html
“Top-5 krashchykh kompanii zi staloho rozvytku 2021 (zhurnal «Korespondent»)“ [Top 5 Best Companies for Sustainable Development 2021 (Correspondent Magazine)]. https://ua.korrespondent.net/business/esg_rating_2021/4362667-reitynh-staloho-rozvytku-2021
“TOP-50 innovatsiinyi kompanii Ukrainy 2019 («TOP-100»)“ [TOP-50 Innovative Companies of Ukraine 2019 ("TOP-100")]. https://delo.ua/business/top-50-innovacionnyh-kompanij-ukrainy-361631/
“Top-50 krashchykh kompanii Ukrainy 2020 (za versiieiu zhurnalu «Vlada hroshei»)“ [Top 50 Best Companies of Ukraine 2020 (According to the Magazine "Power of Money")]. https://www.dsnews.ua/ukr/economics/top-50-kompaniy-ukrainy-zhurnal-vlast-deneg-predlagaet-vybrat-luchshih-12112020-405926
“Top-50 naidorozhchykh brendiv Ukrainy (za versiieiu zhurnalu «Korespondent»)“ [Top 50 Most Expensive Brands in Ukraine (According to the Magazine "Correspondent")]. https://ua.korrespondent.net/business/companies/4351264-skladeno-reitynh-naidorozhchykh-brendiv-ukrainy
FARMAK. https://farmak.ua
“Finansovyi Oskar 2019“ [Financial Oscar 2019]. https://www.facebook.com/business.since1992/posts/2818622101527158/
Chuprina, M. O., and Zhaldak, H. P. “Svitovi trendy u sferi korporatyvnoi sotsialnoi vidpovidalnosti“ [Global Trends in the Field of Corporate Social Responsibility]. Efektyvna ekonomika. 2020. http://www.economy.nayka.com.ua/?op=1&z=8365