Т. Б. Тауекелова*, Г. О. Абдикерова
Features of developing corporate social
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Тауекелова Т, Абдикерова Г. 2022
Маженова Алтынай М-21-1 2
Features of developing corporate social
responsibility strategies of foreign brandS
The article discusses the features of the development of corporate social responsibility strategies of
foreign brands. The purpose of the strategy is to manage projects and processes in the field of corporate
social responsibility and define the basic principles and priorities of the business. The strategy ensures
the sustainable development and improvement of the efficiency of corporate socially responsible busi-
ness using the norms enshrined in international standards. Our main task is to identify strategic directions
for the formation of social responsibility of Kazakhstan business in modern conditions. In this regard, a
comparative analysis and results of the implementation of corporate social responsibility strategies of
foreign brands are given. Here are the studies of Starbucks, H&M and IKEA based on literature, including
information collected from the analysis of scientific publications and scientific articles. These compara-
tive analyzes and results can serve as an example of the formation of social responsibility strategies of
Kazakh business. In the future, serious sociological studies of strategies of corporate social responsibility
of foreign brands operating in Kazakhstan are necessary.
It is important to determine the strategic directions of the development of social responsibility of the
Kazakh business by means of comparative sociological studies. The fact is that the environment, oppor-
tunities and framework of business functioning are changing now, and time requires continuous changes.
In principle, the strategy should be built with an emphasis not only on the interests and success of the
business, but on the interests of the collective, more precisely, society.
Key words:
social responsibility of Business, Corporate Social Responsibility, brand, strategy, EFQM.
© 2022 Al-Farabi Kazakh National University
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Т.Б. Тауекелова*, Г.О. Абдикерова
Казахский национальный университет им. аль-Фараби, Казахстан, г. Алматы
*e-mail: batyrkyzy1976@mail.ru
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