By M. Stefanska, R. Nestorowicz, Magdalena Stefa?ska

Reasonable alternate In CSR technique of worldwide outlets indicates how shops can enhance the good fortune in their reasonable exchange technique. utilizing Polish marketplace study, the authors study the competitive and harmful pageant among shops resembling Ikea, and Tesco to stress the advantages of CSR process for stakeholders and society at huge.

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Sample text

2 The opportunities and limitations related to the implementation of CSR by retailers Opportunities M M M M M M M M M M M Positive image Strong positive reputation Attracting better employees Higher employee loyalty Higher customer loyalty Easier to attract investors Better relations with suppliers Better relations with local communities Similar range of products and price level Employee satisfaction with employer Standing out from the competition Limitations M M M M M M M M M M M Source: Own work.

The second CSR model resembles a cube formed by three dimensions (Carroll, 1979, p. 503): stakeholders, kinds of responsibility, and the strategies resulting from the attitudes of companies (or levels of commitment) toward CSR. Of particular interest here are the attitudes of companies toward social issues, which can one of be the following: T H E OR E T IC A L F OU N DAT ION S OF C S R M M M M 13 reactive (a company reacts when achieving its goals becomes difficult), defensive (acting to remove a threat), adaptive (adapting to legal requirements and public opinion), or proactive (anticipating demands before they are communicated to the company) (Stoner, Freeman, and Gilbert 1999, p.

Along with an increase in the bargaining power of retailers, the negotiating position of M . ST E FA ŃSK A A N D G. ŚM IGI E L SK A 26 M suppliers, both producers and wholesalers, has weakened. The situation becomes particularly difficult when they do not have their own strong brands. If retailers adopt policies for building proper relationships with suppliers, the two sides can more effectively work together toward meeting their goals. This also means incorporating the concept of fair trade into the supply chain; changes in the relationships with competitors.

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