The usage of the CSR concept and its communication in Slovak companies in the process of globalization

University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitna 8215/1, 010 26 Zilina, Slovak Republic

^* Corresponding author: margareta.nadanyiova@fpedas.uniza.sk

Abstract

The socially responsible communication is focused on the visibility of the social, economic and environmental responsible activities of the company through a variety of communication tools. In the reason of the gradual globalization that brings many changes whit the impact on the business and the environment including the growing importance of socially responsible corporate behaviour, the paper is aimed on the usage of the CSR concept in Slovak companies and the determination of their communication in the process of globalization. This includes providing the theoretical background and analysis of the corporate social responsibility and its communication from the viewpoint of Slovak and foreign authors. The important source for secondary data was scientific researches, statistical databases, published professional publications. In order to determine the level of usage, the CSR concept and its communication in companies in Slovak Republic, a questionnaire survey was conducted among Slovak consumers. Based on the analysis and results of the questionnaire survey, benefits of the efficient socially responsible company’s communication are highlighted such as gaining competitive advantage, increasing the brand value, improving customers loyalty and relationships with stakeholders.