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N.B. Zagorniak (International Institute of Business, Kyiv, Ukraine)

CONSUMER VALUE WITHIN BUSINESS UNIT MANAGEMENT

SYSTEM: A COMPASS IN NEW REALITY AND THE BATTLE

FOR MARKET OPPORTUNITIES

The article considers the theoretical grounds in targeting the consumer value at shaping the organization's strategy and meeting the interests of stakeholders via the activities concerning corporate social responsibility. Conclusions are drawn on the expediency of shifting the focus in strategic thinking from increasing the value for shareholders onto meeting the interests of the maximum wide circle of stakeholders. This would enable providing sustainable profits for owners of an organization under the conditions of post-crisis deficit of community's trust to business. Increase of commodities' consumer value by organizations is described as a priority. Directions in practical imple.. , 2012

̲ ˲ ϲȪ

mentation in Ukraine of the tools of corporate social responsibility for the increase of the perceived consumer value of organizations' commodities are offered.

Keywords: product's consumer value; corporate social performance; corporate social responsibility;

strategy; stakeholders.

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ISSN 1813-6796 ² 2013 3 339.138:658.81 .. ̲ ˲ IJ ϲȪ . , . ...

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II I ֲ I Iһ 75- ϳ - i ò 19 i 2007 I I 2007 330.15 / i i ...

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347.73 .., ..., .. Բί , ; ; . : , , , . Kravchuk P., Tkachuk Yu. PROBLEMS AND PROSPECTS OF THE FINANCIAL SYSTEM OF UKRAINE The...

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ISSN 2312-7600. . 2014. 1 (7) .. , 664.6:658.8 , ղ ˲ ϲȪ , . ...

: 658. 152 / 589 : 330. 357 . ., ..., ֲ ֲֲί Ҳ ϲȪ . - , ....




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