DIFFUSION OF SOCIAL VALUES OF INTERNATIONAL COMPANY AS FACTOR OF SUSTAINABLE DEVELOPMENT AND COMPETITIVE GROWTH

Анотація

This article examines the development of corporate values of international companies, the formation and implementation of which in subsidiaries or other controlled companies allow to achieve a stable economic activity on domestic markets. The research was based on a study of the practical operations of the Swiss transnational corporation ‘Nestlé Société Anonyme’ (below Nestlé), one of the world’s largest producers of food products. This company’s business model involves owning and controlling a large number of controlled entities in a large number of international markets. The analysis of the world sustainability indices shows that the company has achieved considerable success in shaping a sustainable development of its activities both in the commercial aspect and in the implementation of the ideas, approaches and principles of corporate social responsibility. Despite more than 100 years of historical formation of corporate principles of Nestlé’s activity management, our analysis detected the presence of correlation of their values with the current principles of corporate social responsibility, which is also the case in their subsidiaries. The systematization of the above mentioned and stakeholder management methods allowed us to propose a conceptual model of marketing strategy for a modern sustainable positioning of an international company in the international markets, further induction of which will allow to activate scientific research in this way.

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