Corporate social responsibility as a defensive tool in Vuca-world: view from the marketing perspective

Abstract

In the context of VUCA conditions, the paper offers a contribution to the sustainability of innovative business development. By focusing on changing consumer needs, taking into account stakeholder interests, and ensuring an efficient and effective supply chain of products and services, marketing and innovation can be integrated. The integration of such strategies builds trust with consumers and stakeholders, and contributes to socially responsible business practices. The paper presents characteristics of VUGA environment, followed by suggestion merging socially responsible strategies with the modern marketing concepts to address VUGA challenges and improve satisfaction of consumers and variant stakeholders in a sustainable manner.